Search engine optimization improves both the quality and volume of traffic to a web site from search engines. How a site is laid out, the site coding, and content are important in how the search engines view and catalog a site and for which terms the site will rank. The process of optimizing your websites pages so that search engines can easily detect what your site content and rank you better as a result is called on page optimization. These activities can greatly improve search engine rankings. Off page optimization practices are done off the sites pages and most often refer to methods of obtaining links back to your website and the visible text that represents your link to a user.

Search engines send spiders to crawl your pages and determine what topics your website and page content present to users. Helping the spiders by providing accurate titles, headings, site keywords and descriptions improve the chances for being ranked for the terms you want your site to rank for. Proper site design and coding play roles in how a spider determines page content, which sections of content are the most relevant to the search engines and subsequent rankings. Unique, keyword rich content, optimized and presented in a professional manner is the best way to insure the search engines know exactly what your site is all about.

Anchor text refers to the visible text a user sees and clicks on to visit your sites URL. The text you use in representing your link should contain a keyword phrase you desire the search engines to associate your site with, and subsequently rank your website for. Obtaining links to your website that use keyword phrases anchoring your URL is a key off page optimization activity. Links can be obtained in dozens of ways including submitting press releases for distribution by media outlets, article marketing, social bookmarking, social networking, link exchanges with other site owners, directory submissions, and forum posting.

Search engine optimization is an important marketing strategy. A solid overall SEO plan will include consistent on page and off page optimization activities designed to increase and sustain search engine rankings. Improved search rankings provide a steady traffic flow to your web site. New users added to returning visitors means an increase in web traffic.