SEO (Search engine optimisation) is the process of increasing the volume & traffic quality to a website coming in from search engines via search results for the keywords which we have chosen as our targeted keywords. More higher the rankings achieved by a site in the search results, more will be the traffic as more searchers will visit that site. SEO can be bifurcated with different kinds of searches, that will include image search, local searches, and industry-specific vertical search engines.

SEO strategy to increase a site's relevance includes taking into consideration working of search engine algorithmss and what are people actually searching for. Complete SEO efforts may involve manipulating the site's coding structure & presentation, fixing errors/problems that could prevent search engine indexing programs from fully spidering a site. Coding errors become barriers for the search engine crawlers. We should also be aware of another form SEO techniques, known as Black Hat SEO or spamdexing, which use techniques such as link farms and keyword stuffing methods that tend to harm the search engine user experience. Search engines consider these as un-ethical and as soon as they figure out that a site is involved in un-ethical practices, the site gets banned from the SERP's.