Search Engine Optimisation

Search engine optimisation (SEO) is a marketing strategy used to improve the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords. Usually, the earlier a site is presented in the search results or the higher it "ranks", the more searchers will visit that site. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.

As a marketing strategy for increasing a site's relevance, SEO considers how search algorithms work and what people search for. SEO efforts are usually split into two categories on-page SEO and off-page SEO. On page SEO refers to the changes that can be made to the page in order for it to achieve higher rankings for the content it contains. This would involve a site's meta tag coding, structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site. Other more noticeable efforts may include adding unique content to a site, enriching the keyword content and distribution. Off-page SEO refers to organising the links within a site and the links pointing to the site from outside sources.