Search engine optimization, sometimes referred to as SEM or search engine optimisation, is the procedure of enhancing the quality and volume of site traffic from search engines such as Google, Yahoo and Bing. SEO targets paid search traffic instead of direct free traffic or organic traffic. The process includes several steps which are critical to the success of an online business. It includes choosing appropriate keywords for the website content; optimizing the page content; arranging the website content to include relevant keywords; and integrating SEO friendly techniques with other internet marketing efforts. While some of these techniques are not applied by every online business, most successful websites employ these to improve their rankings in search results.
One of the primary objectives of search engine optimization is to improve the user experience by providing a better user experience. SEO provides valuable information about the various elements of the website and page so that the user is drawn to explore more information. This leads to an improved user experience and increased sales conversion. A better user experience can be achieved through designing a website with structured data and informative content. Structured data refers to data that is presented in a consistent and logical way to enhance the understanding of the user.
Another objective of search engine optimization is to improve the marketing potential of websites. Through this process, marketers are able to detect potential customers and build a marketing list. This list is then used to send emails, prospectus, physical mailings and other marketing materials to these customers. Successful marketing campaigns result in increased traffic and sales conversion. These marketing strategies are implemented through various methods such as email marketing, pay per click advertising, search engine optimization, article marketing and other viral marketing techniques.