Search engine optimization (SEO)

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. Other forms of search engine marketing (SEM) target paid listings. 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. SEO may target different kind of search, including image search, local search. video search and industry-specific vertical search engines. This gives a website web presence.

As an internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing website may involve editing its content and HTML and associated coding both increase its relevant to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks or inbound links is another SEO tactic.

SEO can refer to search engine optimizer, a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees Who performing SEO services in house. Search engine optimizers may offer SEO as a standalone service or as a part of boarder marketing campaign. Because effective SEO may require changes to the HTML Source code of a site and content, SEO tactics may be incorporated to website development and Design.  The term "search engine friendly" used to describe website designs.

Another class of techniques known as black hat SEO or spamdexing  uses methods such as link farms, keyword stuffing and article spinning that degrade both relevance of search results and quality of user experience with search engines.