Search Engine Optimization (SEO) is a special technology to improve the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results. Generally speaking, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users.

SEO can be targeted into different kinds of search, such as image search, local search, video search, academic search, news search and industry-specific vertical search engines.

Being as one of the most popular ways of Internet marketing strategy, SEO includes 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.

Improving a website may include updating 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. Another SEO tactic is that promote a site to increase the number of back links.

SEO is a term adopted by an industry of consultants who carry out optimization projects on behalf of their clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a independented service or as a part of a broader marketing campaign.

Because effective SEO may require 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.