Search Engine Optimization, which is usually abbreviated to the initials “SEO”, is an important marketing activity for web site owners. The idea behind it is to try to get your web site to achieve a high ranking (i.e. to appear near the top of the search results) for searches on appropriate keywords. The purpose of this is to get visitors from search engines to your web site – after all, if you are running an Internet-based business, your web site will not actually make you any money or get you any customers unless you can get people looking at it.
There a variety of techniques involved in Search Engine Optimization, and some people see it as something of black art, especially since the search engines generally do not reveal exactly how they generate their search results. The key elements of the search engine optimization are however quite simple: analyzing the content of your web site, redesigning your web site (and possibly modifying its content somewhat) so that search engines can see what your site is about and what keywords best describe the site, and finally getting other web sites to link to your site.
There are many different search engine optimization tools available on the market, and these can help each step of the process, as well as automating common and time-consuming tasks such as exchanging links with other web sites. Additionally, there are many tutorials and informational products available, and you can even purchase software designed to quickly build an optimized web site from scratch.