Search Engine Optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords.
Keyword Rankings
Usually, the earlier a site is presented in the search results or the higher it "ranks", the more searchers will visit that site. Search Engine Optimization can also target different kinds of search, including image search, local search, social search and industry-specific vertical search engines.
Search Engine Algorithms
As a marketing strategy for increasing a site's relevance, Search Engine Optimization considers how search algorithms work and what people search for. Search Engine Optimization efforts may involve a site's coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site.
Keyword Rich Content
More noticeable efforts may include adding unique content to a site, ensuring that content is easily indexed by search engine robots, and making the site more appealing to users.
White Hat SEO Techniques
Another class of techniques, known as black hat Search Engine Optimization or spamdexing, use methods such as link farms and keyword stuffing that tend to harm search engine user experience. Search engines look for sites that employ these techniques and may remove their URL from their index.
Search Engine Optimization Programmers
The acronym "Search Engine Optimization" can also refer to "Search Engine Optimizers" who carry out optimization projects on behalf of clients, and by employees who perform Search Engine Optimization services in-house. Search engine optimizers may offer Search Engine Optimization as a stand-alone service or as a part of a broader marketing campaign.
Optimized Website Design
Because effective Search Engine Optimization may require changes to the HTML source code of a site, Search Engine Optimization tactics may be incorporated into
web site development and design.
Search Engine Friendly
The term "Search Engine Friendly" may be used to describe web site designs, menus, content management systems, URLs, and shopping carts that are easy to optimize.
