Search engine optimization (SEO)
Search engine optimization (SEO) is a set of methods aimed at improving the ranking of a website in search engine listings, and could be considered a subset of search engine marketing. The term SEO also refers to search engine optimizers, an industry of consultants who carry out optimization projects on behalf of clients websites. Some commentators, and even some SEOs, break down methods used by practitioners into categories such as white hat SEO (methods generally approved by search engines, such as building content and improving website quality), or black hat SEO (tricks such as cloaking and spamdexing). Search engines display different kinds of listings in the search engine results pages (SERPs), including: pay per click advertisements, paid inclusion listings, and organic search results.