Search Engine Optimisation or SEO is the process of affecting the visibility of a website or a web page in a search engine’s natural or unpaid [organic] search results. SEO forms an integral part of Online Marketing and is considered a vital element of a holistic Online Marketing Strategy. In general, the earlier [or higher ranked on the search results page], and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search & video search.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimising a website involves many activities, from on-site optimisation to regularly writing relevant, engaging copy, production of content, link building and social media engagement.