Before understanding what SEO is and what it is used for, we need to make a premise: about 90% of users around the world use Google as their main search engine. This means that when creating a website one of the main factors to keep under control is that it is built according to the guidelines of the well-known search engine, in order to have the greatest possible visibility.
When we search on any search engine, we expect to find the best and most relevant results first. How can you achieve all this by creating your own website? SEO is the answer to this question.
SEO is the acronym for Search Engine Optimization: an English acronym that indicates the set of all those strategies that aim to position a website among the first pages of the results of Google and other search engines (the so-called SERP ). Attention, we always talk about unpaid results, called "pure" or "organic" results. In other words, SEO is a vast set of techniques, each of which contributes to optimizing an aspect of the site, adapting it to Google's rules and preparing it correctly for its positioning algorithms. These algorithms work through PageRank, a score assigned to the site that establishes the positioning on the search pages.
SEO uses these algorithms to communicate the relevance of the site to Google: therefore it is a set of interventions that enable the portal to respond in the best way to Google's requests, in order to obtain a good ranking. Any SEO activity is meaningless if an accurate analysis of the keywords to be used is not carried out first. The search for the "best" keywords can be done with specific software tools, user interviews, competitor analysis and using the same search engine.
It is always better to select keywords that are not too generic, it would be very difficult or even impossible to achieve good results in good time, but not too specific, given that, if they are little searched, they consequently generate little or no traffic to the site.