Search Engine Optimisation (SEO) is the foundation of online marketing. SEO is a process of various activities that allow promoting a website to higher positions in the search engine results. The user is initially interested in a particular product or service and then user types a specific query (keyword) in a search engine to get the relevant results.
Search engines produce search results according to certain rules: those websites which appear in top positions of a search engine are correct according to the opinion of the search algorithm of the search engine. The algorithm of a search engine makes the opinion that these results meet the user’s request as much as possible. Provided that the constantly changing search engine algorithms are taken into account, the adaptation of the website to them will significantly improve its position in the search results.