Web Marketing - What is Search Engine Optimiation (SEO)

Search engine optimisation (SEO) is the process of improving the number and quality of visitors to a web site from search engines via "natural" (soemetimes called "organic" or "algorithmic") search results for a target market defined by a set of targeted keyword phrases. The higher the position of a website in the search engine result pages (sometimes referred to as SERPS) and the more compelling the SERPS text, the more searchers will visit that site. SEO can also target different kinds of searches, including image search, map search and local search.

As a marketing strategy for increasing a website's relevance, Search engine optimisation considers how search algorithms work and what people search for. The latter task requires professional keyword research and analysis. SEO efforts may involve a site's text, metas, coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering or indexing a site.

A class of techniques, known as "black hat SEO" uses methods such as keyword stuffing, hidden text and link farms that tend to harm the search engine user experience. Search engines algorithms look for sites that employ these techniques and will either reduce the sites keyword rankings or remove the offending pages from their index

White hat SEO avoids using black hat or spam methods and focuses on a win-win, longer term, solution for searchers and providers.

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