Search Engine Optimisation
SEO or Search Engine Optimisation is the process of improving web pages so they rank higher in search engines for your targeted keywords.
There are essentially two types of SEO options available. These two types are known as Pay Per Click SEO and Organic SEO. Pay Per Click (PPC) SEO actually falls into the Search Engine Marketing (SEM) category, whereby the Search Engine Optimisers (SEOs) will spend a great deal of time and money to increase visits to the website. These website links are commonly found on the right hand column of Google. Whereas the organic results are displayed in the main body of the page.
Organic SEO on the other hand, involves getting a website to rank highly by search engines, making sure the website content is managed correctly (with tile tags, tags, metatags and text) and in doing so increasing the credibility of the website on the World Wide Web. This may also involve having other credible websites linking to yours and your website linked to theirs. Using keywords in both website content and HTML (Hyper Text Markup Language) code is another of many techniques
With lower initial cost of SEO over SEM, and the very lower maintenance cost, SEO is seen as the preferred method of getting a website to rank highly on search engines, with a very good ROI in the long term.
To read more on SEM (SEO vs PPC) read SEO vs PPC: Why you’re wasting money.