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Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Typically, the earlier 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, 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. Optimising a 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.

The acronym "SEO" can also refer to "search engine optimizers," a term adopted by an industry of consultants who carry out optimisation 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 and shopping carts that are easy to optimise.

Another class of techniques, known as black hat SEO or Spamdexing, use methods such as link farms and keyword stuffing 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.

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Getting indexed

The leading search engines such as Google and Yahoo! use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. Some search engines, notably Yahoo!, operate a paid submission service that guarantee crawling for either a set fee or cost per click. Such programs usually guarantee inclusion in the database, but do not guarantee specific ranking within the search results. Yahoo's paid inclusion program has drawn criticism from advertisers and competitors. Two major directories, the Yahoo Directory and the Open Directory Project both require manual submission and human editorial review. Google offers Google Webmaster Tools, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that aren't discoverable by automatically following links. Search engine crawlers may look at a number of different factors when crawling a site. Not every page is indexed by the search engines. Distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled.

Communication from the start

The business owner and the SEO must develop excellent communication. Both parties must listen to the input each gives and have a full understanding of what the goals of the campaign are. Together they will find a working solution and make those goals achievable. SEO is ever changing; it evolves as new technologies become available.

You as the client on the other hand know your own products and industry. Both parties have a responsibility to examine each option put on the table. The client has to be specific so that the SEO can understand fully before making his proposals.

Generic solutions might not work and it is only through working together that your campaign can be successful. You as the client must be prepared to answer endless questions. We must know every aspect of what your goal is. Your intent, your content, keywords, why you prefer a specific web design and outlay. If We don’t ask these questions, mistakes may only be discovered when it is too late. We must know what your expectations are. We must also know whether you are comfortable with the suggestions we are putting forward.

Listening skills

There is no such thing as asking ignorant questions by client or consultant in a campaign. Each answer provides a piece of the puzzle that will result in a successful campaign. SEO is ever changing and the consultant may have to try solutions that are new to him. You as the client must have an open mind and willing to try something new that is unfamiliar to you. it is not about keeping control to yourself.

It is about both parties thinking outside the box on occasion. Campaigns go on for years. If at any time you as the client feel you want to change things or become dissatisfied, you must state your needs. This way the consultant can change to another path or direction. There is no place for false pride in the working relationship between you and your consultant. If something is not working, as it should, both should accept the criticism that is forthcoming.

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