This is where SEO comes in. Search Engine Optimization (SEO) is the art of making websites and webpages more visible to search engines, and then giving those search engines reasons to rank them higher in the results. It’s when specialists and experts—who understand how a given search algorithm thinks—use their knowledge to help you build your site so that the algorithm marks it as relevant to search queries.
See, when people type something in the search bar and hit enter, a lot of results pop up (try it: search for “Chewbacca sound effect,” and see how many results are returned). Most of those results are relevant, to a greater or lesser degree, but the algorithm decides which ones are more relevant than others. Then, it ranks them in a hierarchy accordingly.
Search engine marketing aims at convincing the algorithm to rank a page higher than competing pages so it’s more likely to be seen and clicked on. And with 75% of people never looking beyond the first page of results, no business that hopes for growth would be caught dead on the second page.