Search Engine Optimization

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. 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. SEO can be approached in many ways, but the latest trend is towards Performance Based SEO.

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. Another class of techniques known as black hat SEO or spam indexing 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 indexes. 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, URLs, and shopping carts that are easy to optimize as well as pictures, video and audio.

Organic Search Results

An organic search is a process by which World Wide Web users find web sites having unpaid search engine listings. As opposed to using the pay per click (PPC) advertisement listings displayed among the search results.

The field of SEO is concerned with maximizing the visibility of a web site by making its listings appear more frequently and more prominently in organic search results. Some businesses base their SEO strategies on the successful insertion of their web site listing(s) into an organic search results for various popular keywords.

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