Internet search engines exist to organize the seemingly immeasurable amount of information available on the web. They direct people to pages that are relevant to their searches, pages that discuss the exact keywords they are looking for. For businesses that receive the majority of their clientele from search engines, search engine rankings can make or break their business.

Search Engines

Search engine optimization (SEO) is a marketing technique that enhances a website and its content in order to increase the chances of achieving a high rank the search engine result pages (SERPs). Search engines are very secretive about their criteria and ranking systems as they continuously update and revise their algorithms (mathematical formulas used to determine which web pages are displayed in search results), and therefore there is less likelihood of webmasters and search engine optimizers being able to achieve higher rankings by manipulation and spamming.