Search Engine Optimization
Global & Local

• The process of increasing the quality and quantity of website traffic by increasing 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 the purchase of paid placement.
• SEO may target different kinds of search, including image search, video search, academic search, news search, and industry-specific vertical search engines.
• Optimizing a website may involve editing its content, adding content, modifying HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links is another SEO tactic. Since May 2015, mobile search surpassed desktop search.

As an Internet marketing strategy, SEO considers how search engines work, the computer programmed algorithms which dictate search engine behavior, 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 because the higher the website ranks in the search engine results page (SERP) the more visitors the website will receive. These visitors can then be converted into customers.