Search Engine Optimization "Facts"

Search Engine Optimization is marketing by understanding how search algorithms work and what human visitors might search for, to help match those visitors with sites offering what they are interested in finding. Some Search Engine Optimization efforts may involve optimizing a site's coding, presentation, and structure, without making very noticeable changes to human visitors, such as incorporating a clear hierarchical structure to a site, and avoiding or fixing problems that might keep search engine indexing programs from fully spidering a site. Other, more noticeable efforts, involve including unique content on pages that can be easily indexed and extracted from those pages by search engines while also appealing to human visitors.

The term SEO can also 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 of site owners who may perform Search Engine Optimization services in-house. Search engine optimizers often offer Search Engine Optimization as a stand-alone service or as a part of a larger marketing campaign. Because effective Search Engine Optimization can require making changes to the source code of a site, it is often very helpful when incorporated into the initial development and design of a site, leading to the use of the term "Search Engine Friendly" to describe designs, menus, content management systems and shopping carts that can be optimized easily and effectively