What is search engine optimization?

Search Engine Optimization or SEO is one of the most popular internet marketing technique which is used to get traffic from search engines. It is process in which we improve the visibility of a website or an individual web page in search engines natural (Unpaid) or organic results. Search Engine Optimization can also be defined as the process or strategies developed to achieve higher rankings on search engine like Google, Yahoo, Bing. SEO techniques involves making changes to the website to make it more search engine friendly, creating back links for the website, promoting websites on social media websites.

Definition of Search Engine Optimization in Wikipedia:

"Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results."

Search Engine is the place where people looks for everything they want whether user search for doctors, lawyers, some kind of products or information search engines provides the most relevant results to the user in  the form of websites, blogs, articles, etc. So the main motive of SEO is to the get the website on top of the Search Engine result pages when someone search for a particular keyword. The working of search engine, how people search, what kind of words user enters to find something (also called Keywords) are some of the main considerations for an SEO expert.

SEO is also referred to as Search Engine Optimizers, people who provide SEO services. Due to huge growth in online marketing SEO experts are now very common and many online businesses are taking services of such experts.

Keywords in SEO

Keywords are just like the building blocks of SEO. Keywords can be defined as the words user types in order to find any information (news, articles, blogs, products, services etc.). It is very important to use keywords in the website or a web page which you want to rank higher in Search Engine. So it is very important to select right keywords that can bring the relevant traffic to the website.Optimizing a website includes:

• Keywords
• Making Changes in the content
• Title Tags Optimization 
• Creating heading tags
• Meta Tags Optimization
• Removing HTML errors
• Image optimization
• Making the website according to the search engine guidelines
• Using dynamic content on the website
• Promoting a website to create back links
• Creating Inbound Links for the Website
• Promoting the website on Social Media Sites

 SEO Techniques can be further divided into two categories i.e. White Hat SEO and Black Hat SEO

 White Hat SEO

White hat SEO practices involves those techniques that do not violate any search engine guidelines and involves no trickery or deception. Every search engine has its own guidelines or rules that must be followed by webmaster to make the website more search engine friendly. For an example you can read Google Guidelines.  So if you are making a new a website then it is recommended that you should read search engine guidelines. The most important thing in white hat SEO is that website should be made for the users and not for the search engines. Some webmasters stuff excessive keywords and uses other tricks to deceive search engine and get higher rankings, such practices can ban your site forever. Now search engine like Google has very advanced algorithm which can easily find out the sites that are using illicit practices to get higher rankings on Google.

Black Hat SEO

Black Hat SEO techniques involves those activities that violates the search engine guidelines and  uses illicit SEO practices to achieve higher rankings on search engine. It includes putting excessive keywords on the website, using hidden texts on the website, cloaking etc. 

So if you want to make your website rank higher in Search Engine Organic results the first thing you need to do is to read the guidelines of search engine and make sure make your website is made for the user. Big giants like Google, Yahoo loves those websites that are relevant, provides information, do not use any illicit practice and main thing which provides the best experience to the use visiting the website.