What is SEO (Search Engine Optimization)?

Search Engine Optimization (SEO) is a major factor in how a web site ranks among other sites on the Internet. Search engine optimization is simply the act of enhancing the quality and volume of site visitors to a particular web site or a specific web page in search engines. SEO aims to increase the popularity of a site and improve its search ranking on various popular search engines such as Google, Yahoo! and MSN. This is possible through several techniques that include pay per click advertising, links to external sites and search engine marketing techniques. SEO also involves the use of popular keywords in articles, content, and tags that are used to increase the visibility of a web site or a particular product or service on the Internet.


SEO is quite easy to learn since most people are familiar with the process and key terms such as keywords and links. However, there are some techniques that search engines use to rank web pages and sites on the Internet. An SEO expert must also be aware of the changes in Internet search algorithms because these changes have a significant effect on websites and their ranking positions. Moreover, SEO strategies are constantly changing due to new technologies that are introduced by different companies and organizations. Thus, a professional who wishes to learn about these techniques and choose an SEO provider must be well-informed of the necessary changes.

SEO providers have to employ different methods for optimizing websites. Some use software while others rely solely on optimizing content using certain HTML tags. Some optimize websites for displaying specific types of ads such as banner advertisements. Others optimize websites for generating traffic by making the most of social media or blogging. However, the most effective SEO strategies are those that incorporate organic SEO methods.

One of the biggest challenges of an SEO provider is making sure that his client’s website appears in the first page or two of search engine results pages, as it is considered to be the doorway to a site that is highly ranked. Organic SEO services are done with the assistance of keywords, which are chosen by the SEO analyst according to the requirements of his client. Keywords, therefore, play a crucial role in determining where your website should appear in search engine results.

One of the most important tasks of SEO consultants is keyword research. This is because without proper keyword research no SEO campaign can be successful. Analyzing keywords and finding effective keywords is an art in itself. While some SEO consultants can easily identify which keywords are effective for particular niche searches, others may not be aware of this fact. Hence, it is advisable for an SEO specialist to conduct a thorough keyword research before choosing a specific strategy.

It is important for an SEO expert to ensure that his website is included in the search query directories. Search engines place webpages into several directory listings, which are eventually chosen by users when they conduct a search query. Directory listings are also highly relevant to the objectives of an SEO consultant and the nature of his business. Hence, one should ensure that the SEO campaigns he plans to execute are included in search query directories. The other objectives of SEO include improving page rankings in search engines, increasing the traffic to the websites and improving web users’ experience.