Organic web search optimization, also referred to as classic SEO, combines both on-page and off-page strategies to improve the rankings of web pages in the natural or organic (unpaid) search engine results pages (SERPs) of major search engines, like Google, Bing and Yahoo!, for a specific set of keyword phrases.
On-page search engine optimization requires the addition of relevant search terms, or keyword phrases, into the page title, body copy, and internal links on a web page. It can also include changes to the website’s navigation system, code and structure.
Off-page search engine optimization focuses on backlinks, or inbound links. Inbound links are links from pages on an external site pointing back to your website. These are important because they give your site credibility with search engines. They can also help bring new users to your website!
An effective search engine optimization campaign leads to higher rankings in the search results and more targeted website traffic.