Search Engine Optimization aims to increase the number of visitors to a website from unpaid, “organic” search engine listings by improving rankings.

Knowing and understanding the exact algorithms employed by a search engine would offer an unassailable advantage for the search engine marketer. However, search engine will never disclose their proprietary inner workings – in part for that very reason. Furthermore, a search engine is actually the synthesis of thousands of complex interconnected algorithms. Arguably, even an individual computer scientist at Google could not know and understand everything that contributes to a search results page. And certainly, deducing the exact algorithms is impossible. There are simply too many variables involved.

Nevertheless, search engine marketers are aware of several ranking factors – some with affirmation by representatives of search engine companies themselves. There are positive factors that are generally known to improve a web site’s rankings. Likewise, there are negative factors that may hurt a web site’s rankings.

Search Engine Optimization (SEO), also known as Search Engine Placement or Search Engine Marketing (SEM), is a process of attaining a high ranking in search engines by changing the site's code to make it more search engine compatible. Search Engine Optimization is only starting to catch on in global as companies begin to recognize the importance of search engines as a cost-effective channel.SEO basically a plan implemented to increase a sites visibility. It mainly involves selecting keywords that will generate the targeted traffic, researching search engine policies and guidelines, and most importantly understanding the customer.