Knowledge Center  >> Search Engine Optimization

SEO is a set of methods aimed at improving the ranking of a website in search engine listings. The term also refers to an industry of consultants who carry out optimization projects on behalf of clients' sites. Search engines display different kinds of listings in the search engine results pages (SERPs), including: pay-per-click advertisements, paid inclusion listings, and organic search results. SEO is primarily concerned with advancing the goals of a web site by improving the number and position of its organic search results for a wide variety of relevant keywords. SEO strategies can increase both the number and quality of visitors, where quality means visitors who complete the action hoped for by the site owner (e.g. purchase, sign up, and learn something).

Broadly speaking, SEO may be geared towards increasing either, or both, the total number and quality of visitors from Search Engines. The quality of a visitor can be measured by how often a visitor using a specific keyword leads to a desired conversion.

Search engine optimization can be considered as a stand-alone service or as a part of a large marketing campaign. Because SEO often requires making changes to the source code of a site, it is often most effective when incorporated into the initial development and design of a site, leading to the use of the term "Search Engine Friendly" to describe designs, Content management systems and shopping carts that can be optimized easily and effectively.

 SEO, as a marketing strategy, can often generate a good return.