Search Engine Optimization (SEO) may be defined as a set of methodologies that help improve the visibility of a website in search engine listings and it is the art of getting your website on the top ranking results of a search engine, when a user types in the keywords that are relevant to your content. Whilst dealing with an optimizer you will come across certain terms which might confuse you.

What is the most obvious benefit of search engine optimization? Traffic, Traffic and MORE Traffic! Internet marketing SEO provides a very low cost of internet advertising with a probable high rate of return, giving you an excellent Return-on-Investment. Below is an example of the growth in site traffic that resulted for one of our own clients from a recent search engine optimization campaign:

On Page Optimization The term On Page Optimization refers to just that: optimization that is done directly on a specific webpage to achieve better search engine rankings. This could mean on the visible parts of the page (what the viewer or customer can see) or in the code or invisible parts of the page. This is all done directly on the .html ‘file or ‘page’ which is the reason for the name On Page Optimization. These include :

• Title tags
• Meta tags
• ALT tags
• Keyword density
• Site maps

Off Page Optimization The term ‘Off Page Optimization’ refers to web site optimization techniques and implementations that help webpage search engine ranking and that are not enforced directly on the “page” or .html file. Methods of obtaining links can also be considered off-page optimization. These include:

• Link exchanges
• Directory listings
• Social networking
• Forum posting
• Article posting