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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. Optimising
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 optimisers," a term adopted by
an industry of consultants who carry out optimisation projects
on behalf of clients, and by employees who perform SEO services
in-house. Search engine optimisers 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 optimise.
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