Search engine optimization (SEO)
Search engine optimization (SEO) is a collection of methods used to increase the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "native" results.
The more frequently a web site appears in the search results list, or what is called a search index, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search, blogs, shopping and industry-specific vertical search engines.
SEO consultants understand how search engines work, and what people search for, and in many cases look up the popularity of given search terms. The actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.
Or it may include installing and configuring programs to handle headers and tags for each of the pages generates in a given content management system or CMS. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. While there are other methods, SEO methods are continuly evolving as search engines change their indexing rules.