Introduction To Search Engine Marketing(SEO).

With millions of people performing millions of searches each day to find

content on the Internet, it makes sense that marketers want their products

to be found by potential consumers. Search engines use closely guarded

algorithms to determine the results displayed. However, determining what

factors these algorithms take into account has led to a growing practice known

as search engine optimisation.

Search engine optimisation (SEO) is the practice of optimising a website so

as to achieve preferred ranking on the search engine results pages (SERPs).

Someone who practices SEO professionally is also known as an SEO (search

engine optimiser).

SEO can be split into two distinct camps: white hat SEO and black hat SEO

(with, of course, some grey hat-wearers in-between). Black hat SEO refers

to trying to game the search engines. These SEOs use dubious means to

achieve high rankings, and their websites are occasionally black-listed by the

search engines. White hat SEO, on the other hand, refers to working within

the parameters set by search engines to optimise a website for better user

experience. Search engines want to send users to the website which is most

suited to their needs, so white hat SEO should ensure that users can find what

they are looking for.