In layman’s terms, SEO is the process that is taken on websites to get higher rankings on search engines, most notably the “top 3” (Google, Bing and Yahoo). Usually, the higher a site ranks and the more visible it is, the more people will visit the site. SEO is not magic. It legitimately works when done well and leads to increased sales and leads. A variety of techniques are used to organically optimize a site. To start with, analysis is required on the website’s structure, target audience, keywords and search marketing strategy before moving onto on-page optimization, link building, off-page optimization, SEO copy writing and more.