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Search Engine Optimization (SEO)

Search Engine Optimization is the process of improving the visibility of a website on organic (“natural” or un-paid) search engine result pages (SERPs), by incorporating search engine friendly elements into a website. A successful search engine optimization campaign will have, as part of the improvements, carefully select, relevant, keywords which the on-page optimization will be designed to make prominent for search engine algorithms.

Search engine optimization is broken down into two basic areas: on-page, and off-page optimization.

On-page Optimization

Refers to website elements which comprise a web page, such as HTML code, textual content, and images.

Off-page Optimization

Refers, predominantly, to back-links (links pointing to the site which is being optimized, from other relevant websites).

There are two major types of search engine optimization, white hat search engine optimization, and black hat.

White Hat SEO

Refers to the usage of optimization strategies, techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies. Some white hat SEO techniques include: high quality content development, website HTML optimization and restructuring, link acquisition campaigns supported by high quality content and manual research and outreach.

Black Hat SEO

Black Hat SEO exploits weaknesses in the search engine algorithms to obtain high rankings for a website. Such techniques and methods are in direct conflict with search engine guidelines. Some black hat SEO techniques include: link spam, keyword stuffing, cloaking, hidden text, and hidden links.