Search engine optimization (SEO) is the process of improving the volume and quality
of traffic to a web site from search engines via "natural" ("organic" or "algorithmic")
search results for 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. Other, more noticeable efforts
may include adding unique content to a site, ensuring that content is easily indexed
by search engine robots, and making the site more appealing to users. 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
SEO as a Marketing Strategy
Eye tracking studies have shown that searchers scan a search results page from top
to bottom and left to right (for left to right languages), looking for a relevant
result. Placement at or near the top of the rankings therefore increases the number
of searchers who will visit a site. However, more search engine referrals does not
guarantee more sales. SEO is not necessarily an appropriate strategy for every website,
and other Internet marketing strategies can be much more effective, depending on
the site operator's goals. A successful Internet marketing campaign may drive organic
traffic to web pages, but it also may involve the use of paid advertising on search
engines and other pages, building high quality web pages to engage and persuade,
addressing technical issues that may keep search engines from crawling and indexing
those sites, setting up analytics programs to enable site owners to measure their
successes, and improving a site's conversion rate.
SEO may generate a return on investment. However, search engines are not paid for
organic search traffic, their algorithms change, and there are no guarantees of
continued referrals. Due to this lack of guarantees and certainty, a business that
relies heavily on search engine traffic can suffer major losses if the search engines
stop sending visitors. It is considered wise business practice for website operators
to liberate themselves from dependence on search engine traffic.
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