Search engine optimisation
(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. 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, images, videos, shopping carts, and other elements that have been optimised for the purpose of search engine exposure.