Search engine optimization (SEO) is the practice of enhancing the quality or quantity of traffic to a web site or web page from the different search engines using "natural" or un-paid search results, as contrasting to other types of SEM. (Search Engine Marketing). The presumption is that the earlier or higher a site appears in the search results list, the more visitors it will obtain from the search engine. SEO may target diverse kinds of search, including local search, image search, video search and industry-specific vertical search engines. This provides a web site a web presence.

As an Internet marketing strategy, SEO reflects the working of the search engines and what visitors search for. Optimizing a website mainly involves editing its content and HTML and its related coding to both increase its significance to specific keywords and to remove obstacles to the indexing activities of search engines.

SEO methods:

Getting indexed- The foremost search engines, such as Yahoo!, Google, and Bing, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not require to be submitted because they are found automatically.

Increasing prominence- Diverse types of methods can boost the prominence of a webpage within the search results. Cross linking between pages of the same website to offer more links to most significant pages may improve its visibility. Writing content that includes regularly searched keyword phrase, so as to be relevant to a wide variety of search queries will tend to increase traffic. Adding important keywords to a web page's meta data, including the title tag and meta description will improve the relevancy of a site's search listings, accordingly increasing traffic.

SEO techniques:

SEO techniques are classified into two broad categories: white hat SEO and black hat SEO. White hats intend to produce results that last for a long time. A SEO tactic is considered as white hat, if it conforms to the search engines guideline and involves no dishonesty. Its guidance is generally summed up as creating content for users. White hat SEO very similar to web development that supports accessibility.

On the other hand, black hats expected that their sites will sooner or later be banned once the search engines find out what they are doing. Black hat SEO endeavors to improve rankings in ways that are disapproved by the search engines, or involve fraud. One of the black hat techniques uses hidden text, either as text colored alike to the background, positioned off screen or in an invisible div. Another technique gives a different page depending on whether the page is being requested by a visitor or a search engine, this technique is known as cloaking.

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