A form of online marketing techniques, search engine optimization or search engine marketing, is the process of preparing a website and its content to be highly relevant for both search engines and searchers. Successful search engine optimization helps a sites chances of being ranked in the top positioning for relevant words and phrases with the ultimate goal of generating more revenue from the web site. A number of factors are important when optimising a website On-Page Optimization, On-Site Optimization, and Off-Site Optimization, including the content and structure of the website's copy and page layout, the HTML meta-tags and the submission process.
Many search engine marketers are ignoring search engine optimization, opting instead to go the "easier" route of buying sponsored listings. The increasing body of research is very clearly saying that it's a mistake to rely solely on paid listings to drive visitors to a web site. A well-balanced search marketing campaign should incorporate both well-crafted search engine optimization efforts as well as paid listings to capture the full range of searcher behavior.