Search engine optimization (SEO) is the process of improving
the volume or quality of traffic to a web site from search
engines via "natural" or un-paid ("organic" or "algorithmic")
search results as opposed to search engine marketing (SEM) which
deals with paid inclusion. Typically, the earlier (or higher) 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, video
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 and associated
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, images, videos, shopping carts, and
other elements that have been optimized for the purpose of
search engine exposure.