Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.
As a marketing strategy for increasing a site's relevance, SEO considers how search algorithms work and what people search for. SEO efforts may involve a site's coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site. Other, more noticeable efforts may include adding unique content to a site, ensuring that content is easily indexed by search engine robots, and making the site more appealing to users. Another class of techniques, known as black hat SEO or spamdexing, use methods such as link farms and keyword stuffing that tend to harm search engine user experience. Search engines look for sites that employ these techniques and may remove them from their indexes.
"The other widely used search engine marketing technique is Search Engine Advertising. A website can begin search engine advertising once, it has completely optimized itself in the search engine free listing. The advertising bit of the search engines, ensure a bonus exposure to the websites. Search engine advertising is a process of paying the search engines and other web directories for ensuring optimum exposure to the websites. PPC or pay per click is one of the paid listing techniques of search engine marketing. All top search engines including Google, Yahoo and MSN have launched such paid listing mechanism to ensure visibility to websites." - Promotion World
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