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Search engine optimisation (SEO) is the process of increasing traffic & the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine.
SEO refers to the improvement of unpaid results (known as “natural” or “organic” results) and excludes direct traffic/visitors and the purchase of paid placement.
SEO may target different kinds of searches, including image search, video search, academic search, news search, and industry-specific vertical search engines.
Optimising a website
Optimising a website may involve editing its content, adding content, and modifying HTML. Also, associated coding to both increase its relevance to specific keywords and remove barriers to the indexing activities of search engines like Google, Yahoo etc.
Increasing the number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search.
Internet marketing
As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms which dictate search engine behaviour, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed so a website will receive more visitors from a search engine. The higher the website ranks in the search engine results page (SERP). These visitors can then be converted into customers.
SEO
SEO differs from local search engine optimisation in that the latter is focused on optimising a business’ online presence so its web pages will be displayed by search engines when a user enters a local search for its products or services. The former instead is more focused on national or international searches.
| Internet marketing | Search engine marketing |
| Search engine optimization Local search engine optimisation Social media marketing Email marketing Referral marketing Content marketing Native advertising | Pay-per-click Cost per impression Search analytics Web analytics |
| Display advertising | Affiliate marketing |
| Ad blocking Contextual advertising Behavioural targeting | Cost per action Revenue sharing |