Search Engine Optimization (SEO) refers to the process of getting a website ranked high in the search engines, with a primary emphasis on Google. As nearly all search engines sell sponsored ad space, it’s important to note that SEO is designed to help improve your “organic rankings,” which are the placements you get for free. Accomplishing this is a multidimensional undertaking.
The goal of search engine optimization is to ensure that your website appeals to search engine crawlers, or “bots.” The search engine bots will “crawl” your site and take note of its content, categorizing it in a way that will allow it to show up in the appropriate SERPs (search engine results pages) when certain keywords are entered into a search browser.
Search engine optimization is achieved through a wide variety of methods. Most webmasters and SEO professionals will focus on proper keyword research, clarity in the setup of your website’s headers, tags, file names and descriptions, as well as external backlinking, internal cross linking, and quality content creation.
While each search engine uses its own algorithm for determining the ranking of every page that is indexed, it is possible to increase your rankings by making your site informative and visible via both on-page and off-page techniques. Sites that are designed with ease-of-use and quality information in mind tend to do better than those built sloppily and without a solid plan.