Search Engine Optimisation

Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines. Typically the earlier a site is presented in the search results or the higher it "ranks", the more searchers will visit that site.

In order to increase a site's relevance, Search Engine Optimisation considers how search algorithms work and what people search for. On-page Search Engine Optimisation may involve a site's coding link structure, navigation, presentation, and structure, as well as correcting problems that could prevent search engine robots from from fully spidering a site.

Off-page Search Engine Optimisation deals with areas such as inbound links, domain related issues etc.

The acrynom "SEO" can also refer to "search engine optimisers", terms adopted by an industry of consultants who carry out optimisation projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimisers may offer Search Engine Optimisation as a stand-alone service or as a part of a broader marketing campaign. Because effective Search Engine Optimisation may require changes to the HTML source code of a site, Search Engine Optimisation tactics may be incorporated into web site development and design. The term "search friendly" may be used to describe web site designs, menus, content management systems, URLs, and shopping carts that are easy to optimise.

Black hat SEO methods such as link farms and keyword stuffing tend to harm search engine user experience and search engines look for sites that employ these techniques and may remove them from their indices.