The process of improving the volume and quality of traffic to a custom website from search engines via “natural” (“organic” or “algorithmic”) search results. Usually, the earlier a website is presented in the search results, or the higher it “ranks,” the more searchers will visit that site. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.

There are two categories of Search Engine Optimization:

• On-Site SEO
• Off-Site SEO

On-Site SEO considers how search engines work and what people search for. On-site optimization of a custom website primarily involves editing its content and HTML coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.

Off-Site SEO primarily builds on the understanding that links back to your website pages from relevant high-ranking websites will improve your ranking amongst search engines. A variety of techniques are used to obtain helpful links and avoid harmful links.

Effective SEO often requires adjustments to the HTML source code of a site, and therefore SEO tactics may be incorporated into custom website design and development. The term “search engine friendly” may be used to describe custom website designs, menus, content management systems and shopping carts that are easy to optimize.

Source: Wikipedia

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