Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users.

SEO may target different kinds of search, including image search, local search, video search, news search and industry-specific vertical search engines. This gives a website web presence.

As an internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve 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. Moreover promoting a site to increase the number of backlinks, or inbound links, can be another SEO tactic.

By 1997 search engines recognized that webmasters were making efforts to rank well in their search engines, and that some webmasters were even manipulating their rankings in search results by stuffing pages with excessive or irrelevant keywords. Early search engines, such as Infoseek, adjusted their algorithms in an effort to prevent webmasters from manipulating rankings.

SEO techniques are classified by some into two broad categories:

  1. Techniques that search engines recommend as part of good design
  2. Techniques that search engines do not approve of an attempt to minimize the effect of, referred to as spamdexing.

And this is for this that some industry commentators classify these methods as either white hat SEO, or black hat SEO, whose the first tend to produce results that last a long time, whereas the second anticipate that their sites will eventually be banned once the search engines discover what they are doing.

As a consequence, SEO may generate a return on investment significant for your website.

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