The Benefits of Search engine Optimisation. S.E.O.

Search engine optimisation (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 consultants that carry out optimisation projects on behalf of clients' sites.

SEO, or "white hat SEO" is entirely different from "black hat SEO", or spamdexing. Spamdexing uses a variety of deceptive, unethical techniques in an attempt to manipulate search engine rankings, whereas legitimate SEO practices focus on building better sites, and using honest methods of promotion.

What constitutes an honest, or ethical, method is an issue that has been the subject of numerous debates. Using search engines, visitors can find sites in a variety of ways:

• Via paid-for advertisements in the search engine results pages (SERPs).

• Via third parties who are listed in the search engines.

• Via "organic" listings, i.e. the results the search engines present users.

SEO is primarily concerned with improving the visibility of a site in the organic search results.

High rankings in the organic search results can provide targeted traffic for a site.
Obtaining that traffic by other means can potentially be expensive.

For competitive search terms, the cost of pay per click advertising or banner advertising are usually significant. Given those costs, it often makes sense for site owners to optimise their sites for organic search, because the cost of search optimisation can be less than the cost of advertising.

Not all sites have identical goals for search optimisation. Some sites are seeking any and all traffic, and may be optimised to rank highly for common search phrase. This can be a poor marketing strategy for a business because it can generate a large volume of low-quality inquiries that cost money to handle, yet result in little business.

The "shotgun approach" to search optimisation can possibly work well for a site that has broad interest, such as a periodical, a directory, or site that displays advertising with a CPM revenue model.

Other sites target a specific population, with particular needs or interests.

Many businesses try to optimise their sites for large numbers of highly specific keywords that indicate a prospective customer who is ready to buy their product. Focusing on desired traffic can generate more high-quality sales leads, and fewer time-wasting inquiries.