Search Engine Optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search engine marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a web site web presence.

As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website may involve editing its content and 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.

The acronym "SEO" can refer to "search engine optimizers," a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web site development and design. The term "search engine friendly" may be used to describe web site designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure.

Another class of techniques, known as black hat SEO or spamdexing, uses methods such as link farms, keyword stuffing and article spinning that degrade both the relevance of search results and the user-experience of search engines. Search engines look for sites that employ these techniques in order to remove them from their indices.

Types of SEO

Due to the types of work that can be done, we can distinguish three types of SEO. Each of them covers a different scope of work. the three types are:

• On-Page SEO.
• Off-Site SEO.
• Technical SEO.

On-Page SEO

Includes works related to the content on the website. The idea is to optimize every page of your website with the right techniques. These can be, for example, keyword research, content creation or keyword optimization.

Off-Page SEO

This term covers all work that is performed outside the service. This concept is also known as link building. There are three types of links and techniques for building them:

• Organic Links- Links generated naturally by website users
• White hat SEO- Work on creating high-quality content using long-tail words, acquiring appropriate links. All actions imitate the natural actions of users as much as possible.
• Black hat SEO- Activities aimed at obtaining as many links as possible, often of low quality. Currently, this technique may cause google penalties.

Technical SEO

The scope of activities covering all technical aspects of the website. This may be, for example, analysis and optimization of architecture or optimization of the page speed.

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