SEO (search engine optimisation) strategy is the first step in the process of SEO marketing.

In short, it involves identifying the keywords that your ideal audience most frequently searches for. Then it entails figuring out how to most effectively use those keywords in your content. Additionally, it may involve increasing the quality and authority of your site in the eyes of search engines like Google by:

• identifying relevant external sites that might provide high-quality backlinks
• assessing opportunities to improve your website’s technical health.

The purpose of each of these elements is to increase the chances of Google and other search engines sending people who search for relevant keywords your way. That means more traffic, more reach and – usually – more sales and sign-ups.