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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. 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.
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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