SEO follows The concept "best website with the best information stands out".
It is an unpaid service provided by search engines. In SEO, you try to improve the website and get into the organic results of the user's or customers search page. This can be done by good keyword selections and bidding on them and improving the quality of your websites so you can come in top positions in a result page on a search engine when someone searches for a business related to yours but for our knowledge what is a keyword? and how does this bidding takes place?

Keywords

Keywords are terms that are generally relevant to your business. For examples If you have an online website related to fruits and vegetables. Your website might contain terms like Fruits, Vegetables, Fresh fruits, etc. These terms are the keywords that when a customer or a client searches for these keywords on their search engine, your website which is containing the same terms, might appear on their search results page but for your website to appear on the top search results you must have done two things. First is to bid on one or many of these relevant keywords related to your website and second is the quality score of your website.
A keyword can be a phrase too.
Bidding on keywords come under SEM which stands for Search Engine Marketing.
There are number of services that can provide you recommendations on what keyword to use and what not to use like Google keyword planner etc.

How does Bidding and Quality score of your website improve your position in the search results of your customers?

An auction takes place on keywords. People bid on certain keywords which are relevant to their business and whoever wins the highest bid is charged per click on their website. Example: You will pay 1 pound everytime a customer clicks on your website when a certain keyword is searched but you can not win an auction with just highest bid. There is one more factor which is the quality score of your website. This means how much your website is relevant to the keywords that you have selected. So that the search engine could give only the most relevant search results to the user.

Now I will explain you with an example:
Person A bids for a keyword and bids 4 dollars and person B bids 3 dollars on that same keyword but Person A has a quality score on his website of 3/10 and Person B has a quality score of 9/10.
Person A: 4 x 3 = 12
Person B: 3 x 9= 27
Hence, Person B wins the auction.

Conclusion

Keywords search can be a great way to improve your Search Engine Optimization.
While making a SEO plan learn how the search engine works and how the algorithms are working. Two essential things are Bidding and quality score. Maintaining these two things will easily let your website reach more of your customers.

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