Search engine optimization (SEO) deals with the ranking of Web pages through the use of keywords and phrases. An optimal percentage of keywords used in Web page copy draws more visitors. More visitors bring higher rankings from the search engines. What all this means to you is an increase in sales and in your profit margin.

Where Did SEO Come From?

Search engine optimization was developed in the mid-1990s. The first search engines began cataloging the Web through webmaster page submissions. The various search engines sent a spider to "crawl" the page. The spider would then extract links to other pages from it and return the information to be indexed.

The search engine spider downloaded the page and stored it on the server. There, an indexer program extracted more information about links and the use of certain words throughout the content. The crawler was then scheduled to visit the site again at a later date.

Early search engine methods relied on the webmasters' manipulation of the ranking algorithms. Modern search engines have developed techniques to prevent webmasters from stuffing pages with irrelevant and excessive keywords.

Search engines are beginning to work with the reputable SEO industry more and more. They are providing information and guidelines to assist webmasters with Web site optimization. These guidelines help webmasters to determine:

* If the search engine is having trouble indexing the site.

* The amount of search engine traffic to the site.

* How to submit URLs.

* The number of pages in the index.

* Accurate link information.

SEO and Backlinks

Backlinks are the links posted on other Web sites that lead the visitor to your own Web site. One method of creating many back links is writing marketing articles that have a sufficient number of SEO keywords in place. Posting these articles on Web marketing directories will help you to reach a larger audience.

Other webmasters and businesses will reprint your articles from the directories and post them on their own Web sites. The catch is that they must leave the original author's information box intact. The result? A link to your Web site has been posted on another site. Every visitor to that site becomes a new potential buyer for you, as well.

Search engine optimization is the process of improving the amount and quality of traffic that visits your Web site. These techniques are separated into two large categories. One is the accepted method; the other is frowned upon.

White Hat Search Engine Optimization

White hat SEO produces long-lasting results and is considered part of a good Web site design. It conforms to the search engines' guidelines and instructions. It also does not use any form of deception in order to maintain high rankings.

White hat SEO also ensures that the content the user sees is the same as the content the search engine is indexing and ranking. The content is created for the users and not the search engines. It is created to be easily accessible.

Black Hat Search Engine Optimization

Black hat SEO users do not expect to be around long before being temporarily or permanently banned from search engine listings. Their methods involve deception in an attempt to improve rankings. "Cloaking" is the ability to recognize whether the visitor is human or not. If the visitor is a search engine's spider, it is taken to another page that has more acceptable copy. Another method uses text that is not visible to the human user. It is either closely colored to the background of the page or it is hidden off screen. Neither of these methods is honest or acceptable.

Search engines penalize Web abusers by reducing their rankings or removing them from their listings and databases. These penalties are imposed automatically by the search engine's algorithms or by manual site review when site misrepresentation is discovered.

Web search engine optimization used correctly can make or break your Web site. Companies who represent their clients with overly aggressive SEO methods risk having their clients' Web sites banned. Webmasters who employ the same underhanded techniques risk having their own sites banned. The profitable way to employ Web search engine optimization is to use the right methods to boost your rankings.