Search Engine Optimization

Introduction
With millions of people performing millions of searches each day to find content on the Internet, it makes sense that marketers want their products to be found by potential consumers. Search engines use closely guarded algorithms to determine the results that are displayed. However, determining what factors these algorithms take into account has lead to a growing practice known as search engine optimisation.

Search engine optimisation (SEO) is the practice of optimising a web site so as to achieve preferred ranking on the search engine results pages (SERPs). Someone who practices SEO professionally is also known as an SEO (search engine optimiser)

SEO can be split into two distinct camps: white hat SEO and black hat SEO (with some grey hat-wearers in between). Black hat SEO refers to trying to game the search engines. These SEOs use dubious means to achieve high rankings, and their web sites are occasionally black-listed by the search engines. White hat SEO, on the other hand, refers to working within the parameters set by search engines to optimise a web site for better user experience. Search engines want to send users to the web site that is most suited to their needs, so white hat SEO should ensure that users can find what they are looking for.

SEO is an extremely effective way of generating new business to a site. It is a continuous process and a way of thinking about how search engines see your web site and how users use search engines to find your web site. It’s search psychology. Search engine optimisation is a fairly technical practice but it can easily be broken down into five main areas:

• A search engine friendly web site structure
  

• A well researched list of key phrases
  

• Content optimised to target those key phrases
  

• Link popularity

• Emerging trends