What is Search Engine Optimization (SEO)?
Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" search results for targeted keywords.  Generally, the earlier a site is presented in the search results, or the higher it "ranks", the more searchers will visit that site.  Search engines use intricate algorithms to judge which sites should appear in search results and which sites are listed on the first or second page where customers are more likely to see and click on the results of their search.  These algorithms are protected trade secrets that are constantly readjusted in an effort to reward quality sites and devalue spam.  As a marketing strategy for increasing a site's traffic and relevance, SEO considers how these search algorithms work and what people search for.  SEO involves manipulating a site's coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site. Other, more noticeable efforts may include adding unique content to a site, ensuring that content is easily indexed by search engine spiders, and making the site more appealing to users.