The term SEO also refers to "Search engine optimization," an industry of consultants who carry out optimization projects on behalf of clients' sites.
Some commentators, and even some SEOs, break down methods used by
practitioners into categories such as "white hat SEO" (methods generally
approved by search engines, such as building content and improving site
quality), or "black hat SEO" (tricks such as cloaking and spamdexing). White
hatters say that black hat methods are an attempt to manipulate search rankings
unfairly. Black hatters counter that all SEO is an attempt to manipulate
rankings, and that the particular methods one uses to rank well are irrelevant.
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 website by improving the number and position of its organic search results
for a wide variety of relevant keywords. SEO strategies may increase both the
number and quality of visitors. Search engine optimization is sometimes offered
as a stand-alone service, or as a part of a larger marketing effort, and can
often be very effective when incorporated into the initial development and
design of a site.
For competitive, high-volume search terms, the cost of pay per click advertising
can be substantial. Ranking well in the organic search results can provide the
same targeted traffic at a potentially significant savings. Site owners may
choose to optimize their sites for organic search, if the cost of optimization
is less than the cost of advertising.
Not all sites have identical goals for search optimization. Some sites seek any
and all traffic, and may be optimized to rank highly for common search phrases.
A broad search optimization strategy can work for a site that has broad
interest, such as a periodical, a directory, or site that displays advertising
with a CPM revenue model. In contrast, many businesses try to optimize their
sites for large numbers of highly specific keywords that indicate readiness to
buy. Overly broad search optimization can hinder marketing strategy by
generating a large volume of low-quality inquiries that cost money to handle,
yet result in little business. Focusing on desirable traffic generates better
quality sales leads, resulting in more sales. Search engine optimization can be
very effective when used as part of a smart niche marketing strategy.
Search Engine Optimization includes: