|
Search engine optimization (SEO)
is the process of improving the amount and quality of traffic to a web site
from search engines like Google, Yahoo and other Internet website via search
results from targeted keywords. Usually, the earlier a site is presented in
the search results or the higher it "ranks", the more searchers will visit
that site. SEO can also target different kinds of search, including image
search, local search, and industry-specific vertical search engines.
As a marketing strategy for increasing a site's relevance, SEO considers how
search algorithms work and what people search for. SEO efforts may involve a
site's coding, presentation, and structure, as well as fixing problems that
could prevent search engine indexing programs from fully spidering a site.
Another class of techniques, known as black hat SEO or spamdexing, use
methods such as link farms and keyword stuffing that tend to harm search
engine user experience. Search engines look for sites that employ these
techniques and may remove them from their indices.
The initialism "SEO" can also refer to "search engine optimizers", terms
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, URLs, and
shopping carts that are easy to optimize.
|
