Let’s be honest. Search engine optimization (SEO) sounds a bit like a scam on the surface. Google is a search engine designed to give people the best, most relevant and most authoritative results possible. SEO is a collection of tactics designed to “game the system” in a way, ensuring that your site ranks higher in search engine results pages (SERPs).
In practice, SEO is not only ethical, but beneficial to the online ecosystem as a whole. To rank higher in search engines, you have to create amazing content, improve your reputation and serve users as well as possible.