Search Engine Optimization (SEO)

Search Engine Optimization is a process or strategy for creating webpage content to improve a website’s relevance ranking on a Search Engine Results Page (SERP).

Factors influencing webpage ranking

In the early days of the web, Search Engine Optimization involved carefully crafting metadata, setting up link farms and building reciprocal links to improve a website’s popularity–Google, for one, factors the number of links that point to a webpage (incoming links) when calculating relevance ranking (PageRank).

As the search industry has matured, additional factors have come into play including:

  • Invisible content, such as alternative text for images
  • Webpage filename/address (URL)
  • Syndication of content through blogs
  • Use of structural markup
  • Paid placement such as Google’s AdWords service

Search Engine Optimization starts by learning about the language that potential customers are likely to use when talking about a product or service–they are likely to the same language when entering words into a search engine.