SEO, which stands for Search engine optimization, is the formal process of expanding and improving the visibility or market share of a website in search engine results via a series of un-paid search results. The key principle of SEO is that the user or owner of the website does not pay to generate hits; such a practice, which is implemented to increase a site’s organic hits or web presence, is referred to as the broader strategy known as search engine marketing.
SEO practices, when incorporated into a basic site’s marketing strategy, will aim to increase the site’s web presence by advancing the way a search engine takes notice of the particular site. The goal of all SEO efforts is to increase the traffic of a website by improving the site’s standing within the dominant search engines.
As an Internet marketing strategy or philosophy, search engine optimization will consider how search engines work and what users search for. Optimizing a web page or a website will typically involve editing the content on the site and HTML and any coding associated to both increase the sites relevance and specific keywords as well as to remove barriers to the indexing activities of the specific search engines in question.
Strategies to increase a Site’s Web Presence:
The most basic SEO strategies revolve around indexing the targeted website. The leading search engines use web crawlers to find pages for their algorithmic search formulas; those pages that are linked from other indexed pages will be found automatically and thus earn a higher page ranking.
In addition to utilizing various linking strategies, other SEO techniques will focus solely on the use of keywords. A basic SEO strategy, when employed, will identify the most relevant and popular keywords that users submit when searching for niche subjects or information.
To engage in an effective SEO campaign, a web developer or operator can hire an SEO consultant or can purchase SEO programs to automatically alter keywords, provide backlinks and utilize various statistics to increase web presence and traffic.