According to Wikipedia “Search Engine Optimization” or SEO:
…is the process of affecting the online visibility of a website or a web page in a web search engine’s unpaid results—often referred to as “natural”, “organic”, or “earned” results.
The terms “natural”, “organic” and “earned” refer to the list of links generated by a search engine in response to a search that have not been paid to receive a prominent position on the screen. The natural etc. results will generally appear in the middle of the screen whereas the paid results will generally appear on the top or in the right column of the screen.
In general, the earlier (or higher ranked on the search results page), and more frequently a website appears in the search results list, the more visitors it will receive from the search engine’s users; these visitors can then be converted into customers.
This is really the entire premise behind search engine optimization. The idea is that the more something is seen the greater the likelihood that it will be interacted with by the person seeing it. Moreover, the more a person interacts with a website the greater the likelihood that the person will purchase the product or service that the website is selling.
SEO differs from local search engine optimization in that the latter is focused on optimizing a business’ online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services. The former instead is more focused on national or international searches.
In other words search engine optimization generally will apply to all search engine users regardless of where they happen to be located in the world. By contrast, local search optimization or Salt Lake City SEO will apply to websites associated with businesses located in a specific location. When we speak of Salt Lake City SEO we are talking about search engine optimization that focuses on the Salt Lake City area.
As an Internet marketing strategy, SEO considers how search engines work, the computer programmed algorithms which dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, adding content, doing HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search. In 2015, it was reported that Google is developing and promoting mobile search as a key feature within future products. In response, many brands are beginning to take a different approach to their Internet marketing strategies.
Obviously, the art and science of search engine optimization is constantly evolving. This has to be the case because the search engines are constantly altering their algorithms in an effort to better serve their customers and in some ways to out wit those who practice the art and science of search engine optimization.