SEO Defined: What is Search Engine Optimization?
Search Engine Optimization, or (SEO), is the process of configuring your web site so that it ranks well for specific keywords within the organic search engine results pages, or (SERP) of major search engines, such as Google, Yahoo, and MSN. The process is different from paid search marketing or advertising, such as Pay Per Click (PPC), which require you to pay for every click sent to your website from a search engine. Organic - or natural search engine reults - are free.
There are numerous ways to optimize a website for the search engines, both on-page and off. Many variables are taken into consideration by the search engine algorithms in determining the rank of a website. On page optimization techniques include the configuring of specific page elements such as the title tag, meta tags and seo copywriting for the strategic inclusion of targeted keywords into your body text. Off page optimization involves the configuration of elements that do not reside on the individual pages of your website, such as the optimization of anchor text used in the links back to your site.
As the major search engines work to make their search results more relevant to the user, the criteria used in determining a website's rank is constantly changing. As such, the seo process is dynamic and evolves in conjunction with the search engine algorithms. Many self proclaimed seo professionals attempt to manipulate the search engine results with 'Black Hat SEO' tactics that involve deceptive and often unethical practices, and may result in the delisting of a website from the search engine index.
Search engine optimization is a delicate balance of art and science, and if done properly, can have a significant impact on the success of your business both online and off.
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