Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via “natural” search results.
These natural search results are the hard work alternative to any adwords or pay per click campaigns.
The target for many website owners is to appear at the top of a search engine such as google for their chosen keywords and search terms, the holy grail in many website owners minds is to appear within searches on a purely organic basis , preferably in the number one spot!!!
This however is not guaranteed as the search engines and slurps change the alogrithms constantly pertaining to a websites worthiness of appearing. Over doing the techniques by using keyword stuffing or spamming and using ‘Black Hat’ SEO techniques (such as blocks of hidden text within a web page and link farms) will cause your rankings to drop and may even cause your site to be backlisted by the great google.
Typically, the higher a site’s “page rank” (i.e, the earlier it comes in the search results list), the more visitors it will receive from the search engine.
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 coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.
Search engine optimisation may be offered 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 and shopping carts that are easy to optimize.