SEO is the combination of tactics and strategies, including, but not limited to, optimization of information architecture, usability, content focus, audience targeting, design, development, keyword research, keyword placement, link building, social media marketing and any other online or offline branding/marketing elements that support the goal of receiving more traffic from search engines.
Search Engine Optimization: The process, of building, designing, creating, or updating a website, or it’s contents, with the goals of increasing visibility within search engines, and improved placement on search engine results pages, for a desired set of keywords terms or market segment.
SEO is the application of techniques that make websites and web content more findable for particular keywords being searched on by search engine users. While SEO is not a hard and exact science (there is definitely an art to it), SEO experts do seek to apply rigorous logic to reverse engineer the “black box” that is the search engines’ algorithms, in order to “deconstruct” (identify, quantify and qualify) the hundreds of factors which play a part in search engine ranking. From those factors, SEO practitioners derive methods to engineer webpages whereby search engines will favor their content in the rankings.
Classically, SEO addressed more simplistic factors such as the “spiderability” of sites/pages and the tuning of technical factors found directly on the pages and within the website’s architecture (such as URL structure). However, as the search engines continue to evolve, advanced contemporary SEO practices increasingly need to include attention to off-page factors which address meta-data about the linked content. These include, among other things, more subtle and indirect strategies such as syndication, viral marketing, social media “optimization”, and community-building efforts.
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