SEO (Search Engine Optimization) is a natural or organic way of improving a website’s visibility in search engines. The focus is to increase rankings for targeted keyword phrases.

See Wikipedia’s definition of SEO.

See Search Engine Land’s definition of SEO.

People type keywords into search engines to find information related to those keywords. If a website is optimized with those keywords, it will rank higher in the results of a search engine query. Other websites with similar keywords compete for those rankings.

It is important for a website to be optimized with keywords that are effective and accurately describe the company. Keywords should be based on products or services and location.


There are 2 areas of focus for SEO, On-Page and Off-Page. Both are equally important, but On-Page SEO should be done first.

On-Page SEO

On-Page SEO is the process of optimizing the website itself. The website should have proper HTML structure and well-written content. It is important to use the right keywords and place those keywords with prominence and consistency throughout the website.

General usability is important. The website needs to function and display well on different devices and browsers. Users may interact with a keyboard, mouse, touch screen, or voice. Media files and scripts should be compressed properly for faster performance.

W3 validation checks for technical errors on a website. The W3 declares standards and guidelines on the WWW (World Wide Web). Websites must be declared with a document type for W3 validation. This allows for proper website accessibility.

Off-Page SEO

Off-Page SEO is the process of expanding your online presence and driving traffic to the website. This may include business and directory listings, social media profiles, blog marketing, and copywriting. Off-Page SEO is an ongoing process and typically part of a monthly plan.


Google Algorithm Change History

Google Official SEO Guide