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Search engine optimization (view source)
Revision as of 03:19, 8 January 2007
, 03:19, 8 January 2007Copied from Wikipedia GFDL, Revision as of 04:10, 25 April 2006 by Rray
''<blockquote>See also [[Centiare:Search Engine Optimization]] (SEO) for specific elements of how to use and optimize Centiare's semantic SEO capabilities.</blockquote>''
''<blockquote>See also [[Centiare:Search Engine Optimization]] (SEO) for specific elements of how to use and optimize Centiare's semantic SEO capabilities.</blockquote>''
'''Search engine optimization'''
'''Search engine optimization''' (SEO) is a set of methods aimed at improving the ranking of a [[website]] in [[search engine]] listings. The term also refers to an industry of [[consultant]]s who carry out optimization projects on behalf of clients' sites. Practitioners may use "white hat SEO" (methods generally approved by search engines, such as building content and improving site quality), or "black hat SEO" (tricks such as [[cloaking]] and [[spamdexing]]). White hatters charge that black hat methods are an attempt to manipulate search rankings unfairly. Black hatters counter that ''all'' SEO is an attempt to manipulate rankings, and that the particular methods one uses to rank well are irrelevant.
Search engines display different kinds of listings in the search engine results pages (SERPs), including: [[Pay per click|pay-per-click]] [[advertisement]]s, paid inclusion listings, and [[organic search]] results. SEO is primarily concerned with advancing the goals of a website by improving the number and position of its organic search results for a wide variety of relevant [[keyword]]s. SEO strategies can increase both the number and quality of visitors, where quality means visitors who complete the action hoped for by the site owner (e.g. purchase, sign up, learn something).
For competitive, high-volume search terms, the cost of pay-per-click advertising can be substantial. Ranking highly in the organic search results can provide the same targeted traffic at a potentially lower cost. Site owners may choose to optimize their sites for organic search, if the cost of optimization is less than the cost of advertising.
Not all sites have identical goals for search optimization. Some sites are seeking any and all traffic, and may be optimized to rank highly for common search phrases. A broad search optimization strategy can work for a site that has broad interest, such as a [[periodical]], a [[directory]], or site that displays advertising with a CPM revenue model. In contrast, many businesses try to optimize their sites for large numbers of highly specific keywords that indicate readiness to buy. Overly broad search optimization can hinder marketing strategy by generating a large volume of low-quality inquiries that cost money to handle, yet result in little business. Focusing on desirable traffic generates better quality [[sales lead]]s, allowing the [[sales force]] to close more business.