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Search engine optimization (SEO) is
the process of improving the volume or quality of traffic to a
web site from
search engines via
"natural" ("organic" or "algorithmic")
search results.
Typically, the earlier a site appears in the search results list, the more
visitors it will receive from the search engine. SEO may target different
kinds of search, including
image search,
local search, and
industry-specific
vertical search
engines. This gives a web site
web presence.
As an
Internet marketing
strategy, SEO considers how search engines work and what people search
for. Optimizing a website primarily involves editing its content and
HTML coding to both
increase its relevance to specific keywords and to remove barriers to the
indexing activities
of search engines.
The acronym "SEO" can also refer to "search engine
optimizers," a term 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. Because
effective 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
and
shopping carts that
are easy to optimize.
Another class of techniques, known as
black hat SEO or
Spamdexing, use
methods such as
link farms and
keyword stuffing
that degrade both the relevance of search results and the user-experience
of search engines. Search engines look for sites that employ these
techniques in order to remove them from their indices.
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