Search engine optimization (SEO) is the process of increasing the visibility of a website or a web page to users of a web search engine.
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SEO allows a website to rank higher because a website will receive more visitors from a search engine the higher the website ranks in the search engine results page (SERP). SEO differs from local search engine optimisation in that the latter is focused on optimising a business’ online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services. The former instead is more focused on national or international searches.
As an Internet marketing strategy, SEO considers how search engines work, the computer programmed algorithms which dictate search engine behaviour, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. Optimising a website may involve editing its content, adding content, modifying HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
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