Search engine optimization (SEO) is the process that makes the websites altered to rank higher in different search engines. It is an internet marketing strategy that analyzes how search engines conduct searches, what people search for and what keywords they often use. It is an extremely useful tool for marketers and advertisers. The higher the website ranks and appears in search engine results, the higher traffic and visitors you can achieve. Moreover, you are able to increase chance of converting those visitors into customers.

There are different methods in search engine optimisation. However, they have one common goal, increase the web page or website’s ranking and visibility in various search engines.
Cross linking or commonly known as spreading “link love” is one method whereby Page Rank (an algorithm in Google that employs to determine the popularity ranking of a certain website and more links from quality websites would increase the page’s or website’s ranking) is determined.

This SEO method had raised the link farming is also known as spamdexing, comment spamming, and other shady SEO practices which can result penalties or being banned by the different search engines.

One example of the search engine optimization technique is writing one content that targets the specific keywords. Keyword is commonly used to find out the certain keywords that internet users use when searching for related subjects. Those keywords are then used in web content to increase the chances of the page being crawled and getting “hits”. This SEO method has also given birth to keyword stuffing, which many search engines considers as an unethical SEO practice. It will somehow make your website flagged on aiding with spamdexing. To avoid being flagged for keyword stuffing, it is important to use the relevant keywords that arise from your keyword research in a natural flow.

Optimising Meta elements like tags is another technique used in search engine optimization. Meta elements can help search engines to classify the given web page by providing information about the specific topic. Meta elements have four attributes.

Keywords attribute – These tags can use the keywords in the page as Meta tags. Due to unscrupulous use of the keyword attribute in manipulating search engine results, most search engines have stopped using keywords attribute as the main determinant of page ranking.

Description attribute – Tags will provide a concise explanation of the specific content of the page. It is also used by most search engines in able to gain and increase their page ranking.

Language attribute – Tags can identify the language or dialect of the page.

Robots attribute – These attributes can determine the search engine spiders either to index a web page or follow the different links from the page.

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