Search Engine Optimization

Search engine optimization(SEO) refers to a process of changing the position of website in search results of a search engine.Generally, when we search for a particular topic or subject in a search engine,we came across a number of results and the corresponding links are displayed for the required information for the topic or subject.We click or go to the listed results for the required information.For quick and efficient information we generally refer to the top most results shown in the search engine.The more times a site is visited makes it more popular and highly ranked.Making the required sites available at the topmost positions is the work of a SEO.SEO can work for various types of search like video search,local search,image search,news search,location specific search search etc.Search engine optimization basically make stress upon the keywords used typically for any search.SEO takes in mind the actual search terms or keywords typed in search engined, what is the method of working of search engine,search engine’s preffered audience and what people generally search for.Optimizing of particular website can have many tactics like editing its content which can include images and graphics,HTML,editing the keywords being used. Basically,promoting a site to increase the number of backlinks and its ranking in the search is the work of a SEO.

SEO- a Marketing Strategy

SEO is basically a marketing strategy i.e internet marketing.When we open a particular site in the result of a search engine a page of information is displayed,we can also see various advertisements in the form of images and graphics side by side sometimes with their links. These are basically meant for promotion purposes.To display a particular advertisement more times is also the work of the SEO.This will add to the values and rank of that particular site.SEO is not appropriate strategy for internet marketing for every site.Other techniques like paid advertising ,campaigns can be more effective according to the required goals of the website .A good marketing strategy requires an adequate high quality web pages with appropriate algorithms for SEO to generate return changes on investment .Search engine changes their contents ,algorithms,their position in website placement resulting in serious loss of traffic.

TYPES OF SEO TECHNIQUES
It is basically classified into two main categories :
WHITE HAT
BLACK HAT
White hat refers to the good optimizing designing techniques .It will produce results for a long time and follows a proper set of rules and regulations.However there is no particular search engine guidlines written particularly.But this is just a ethical way of doing the work.It means the same information cannot be copied or used as it is for promotion and marketing for anything.It basically involves writing not for the search engines but for real time users,then making the content available to the spiders  than attempted to change the algorithm from its purpose.
On the other hand black hat tries to improves the ranking of website which involve deception.Various techniques are used for this purpose like making the text hidden,changing the background or changing the text position etc.There is a method called cloaking which displays another web page  or different page as requested by the visitor or search engine.Search engines can be penalized or banned temporarily or permanently when they discover black hat methods.They can be penalized by reducing their rankings or eliminating their listings from database either or together.These will be automatically applied when detected by the search engine algorithms.

Why SEO Is Important?

1. Everything has changed over the last few years .Everything has been changed being transferred to web media. For proper promotion in national as well as international market for any product or service SEO is important.
2.Search engines are the means of retriving information related to any subject . Therefore to provide smart and efficient search to the users is very important.Nearly 255 million searches are oerformed in popular search engines like google and yahoo daily.
3.Website marketing is very important for any product . Generally, other advertisement sources like radio,newspaper,TV,billboards are cost and time sensitive.SEO helps in efficient and fast advertisement of a particular product or service.
4.There are a large number of people working or depending on online shopping,online buisness and marketing.Therefore there should be proper brand awareness  and increase visibility for a particular product or service they need. This is all done by SEO.
5.E-commerce is a very vast market in the industry of internet marketing.It  basically depends on SEO for better yielding results .Many  new technologies like introduction of 3G,wireless networks,web browsing all is done by SEO.
6. It is very important for the query matching or any information related and to provide best and appropriate information in hand to user.
7.For competition SEO is very neccessary .For a efficient competition and better results SEO is neccessary so that the search engines get to know about their position and the market share according to which they are ranked.
8.It is important for proper linking of structures to search engines to reach website content. It means a person who  searched for a particular topic should get the appropriate content without any unimportant content which is not needed.

Conclusion

SEO is a method of increasing the prominence of website in the search results of a search engine . To increase the traffic in search engine frequently use keywords being used for the most important queries and updating the content with new and fresh information available.SEO is important for the efficient marketing and online search including the prominency and ranking of the sites .It is a main tool for e-commerce and other media services .This is the basic tool for the efficient ,fast and progressive working on a particular subject.