Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the 'natural' or 'organic' search results.

As an Internet marketing strategy, you have to understand how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience.

This may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.

The leading search engines, such as Google, Bing and Yahoo!, use crawlers to find pages for their algorithmic search results.

SEO techniques can be classified into two broad categories: techniques that search engines recommend as part of good design, and those techniques of which search engines do not approve.

An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception.

'White Hat' SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see.

'Black Hat' SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. For example, using text that is hidden, either as text colored similar to the background.

SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective.

A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade, setting up analytics programs to enable site owners to measure results, and improving a site's conversion rate.

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