Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via “natural” or un-paid search results as opposed to search engine marketing (SEM) which deals with paid inclusion. Search engine optimization 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 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.