Search Engine Optimization is the process of improving the visibility of a website or a web page in search engines via the natural or un-paid ( organic or algorithmic ) search results.
In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users.
Effective SEO requires changes to the HTML source code of a site and site content, SEO tactics may be incorporated into website development and design. The term “search engine friendly” may be used to describe website designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.