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Search
engine optimization is the
process of improving the volume and
quality of traffic to a web site
from search engines via natural
organic oralgorithmic search results
for targeted keywords. Usually, the
earlier a site is presented in the
search results or the higher it
Ranks, the more searchers will visit
that site. SEO can also target
different kinds of search, including
image search, local search, and
industry-specific vertical search
engines.
As a
marketing strategy for increasing a
site's relevance, SEO considers how
search algorithms work and what
people search for. SEO 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. |
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Other, 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. |
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Another class of
techniques, known as black hat SEO 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 them from
their indices. |
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The initialism
SEO can also refer to search engine optimizers,
terms adopted by an industry of consultants who
carry out optimization projects on behalf of
clients, and by employees who perform SEO
services in-house. Search engine optimizers may
offer SEO as a stand-alone service or as a part
of a broader marketing campaign. |
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| SEO may require
changes to the HTML source code of a site, SEO
tactics may be incorporated into web site
development and design. The term search engine
friendly may be used to describe web site
designs, menus, content management systems,
URLs, and that are easy to optimize. |
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