What is Search Engine Optimization?

A marketing process used to appeal search engine algorithms and increase search engine relevance and ultimately web traffic is termed as Search engine optimization (SEO). It is not rewriting the site or changing the look and feel, but creating a Web site with users in mind to fare well with the software "spiders". SEO can also refer to "search engine optimizers", an industry of consultants who carry out optimization projects on behalf of clients.

Search engines display different kinds of listings on a search engine results page (SERP), including paid advertising in the form of pay per click advertisements and paid inclusion listings, as well as unpaid organic search results and keywords specific listings, such as news stories, definitions, map locations, and images. The first step for SEO is to build a user-focused site by putting keyword rich content, links which can be easily traversed by spiders and humans and external links from reputable sites. Focus should be on all pages of the site in turn on keywords relevant to the business and relevant to people searching for that business for SEO. A range of strategies and techniques are employed in SEO, including "on page factors" and "off page factors", which are again classified as "white hat SEO", or "black hat SEO".

Search engines failure to understand Java, Flash and images results in their inefficiency to index a Web site. If the site isn't indexed then no one will find the site by searching for it in Google, Yahoo, MSN, etc. Again search engines do not guarantee success, either in the short or long term and so are often compared to traditional Public Relations, with PPC advertising closer to traditional advertising.

Choosing a SEO company wisely is very important or else all the efforts and money go waste. While selecting a SEO company, check out their results - see where their site is in the search engine rankings. SEO site in the top 10 for its target keyword should be selected. If a SEO company can put their website at the top when all of their competitors are experts at search engine placement, think what they can do for your site.

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Ritu