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About Search Engine Optimization (SEO)

Search Engine Optimization is a type of web site marketing, and focuses on improving the number and/or quality of visitors to a web site from "natural" (aka "organic" or "algorithmic" search engine) listings. In effect, SEO is marketing to search engines like Google, Yahoo & MSN to improve search engine relevance and more importantly traffic to your web site. The term SEO also denotes the "search engine optimizers", an industry of experts who carry out optimization campaigns on behalf of clients.

SEO stratagems vary widely, depending on the specifics of a particular website. Generally speaking, SEO may be adapted towards building either, or both, the total number and quality of visitors from Search Engines. The quality of a visitor can be measured by how often a visitor using a specific keyword/phrase leads to a desired result, such as making a purchase or requesting further information.

Search engines display different kinds of listings on a search engine results page (SERP), including paid advertising in the form of pay per click advertisements and paid inclusion listings, as well as unpaid organic search results and keywords specific listings, such as news stories, definitions, map locations, and images. SEO is concerned with improving the number and position of a site's listings in the organic search results.

Search engine optimization is available as a stand-alone service or as a part of a larger marketing campaign. Because SEO often requires making changes to the source code of a site, it is often most effective when incorporated into the initial development and design of a site, leading to the use of the term "Search Engine Friendly" to describe designs, menus, Content management systems and shopping carts that can be optimized easily and effectively.

A range of strategies and techniques are employed in SEO, including changes to a site's code (referred to as "on page factors") and getting links from other sites (referred to as "off page factors"). These techniques include two broad categories: techniques that search engines recommend as part of good design, and those techniques that search engines do not approve of and attempt to minimize the effect of, referred to as spamdexing. Some industry commentators classify these methods, and the practitioners who utilize them, as either "white hat SEO", or "black hat SEO". Other SEOs reject the black and white hat dichotomy as an over-simplification.

SEO, as a marketing strategy, can often generate a good return. However, as the search engines are not paid for the traffic they send from organic search, the algorithms used can and do change, and there are many problems that can cause Search Engine problems when crawling or ranking a site's pages, there are no guarantees of success, either in the short or long term. Due to this lack of guarantees and certainty, SEO is often compared to traditional Public Relations (PR), with PPC advertising closer to traditional advertising.