Search Engine Optimization (SEO) is a fairly simple concept, but there are a number of nuances that need to be understood before one starts implementing SEO strategies. SEO targets mainly unpaid traffic rather than paying traffic or direct traffic. However, SEO also targets some amount of direct web traffic, such as from sponsored links, which can be quite profitable for a site that uses proper SEO techniques. SEO is therefore not merely the promotion of one’s own website or one’s own offerings, but rather the overall effectiveness of the search engine in terms of both quality and volume.
One of the major elements in the ranking of a site by search engines is how often a keyword appears on a website or section of a site, especially relative to the content of that site. The more relevant the keyword or keywords are, the higher the site will rank within the search results. SEO therefore aims to achieve a high ranking by creating content that is very relevant to the theme of a site, while attempting to avoid keyword saturation and repetition. The key to an effective SEO strategy is therefore to generate and maintain high-quality content, while continually modifying and improving existing content.
The main objective of SEO is therefore to increase traffic to a site by increasing its presence in the search results pages of major search engines. SEO strategies are constantly changing, with newer methods and tools coming into play on a regular basis. The main goal is to get as much “natural” SEO (i.e., content built by humans) onto a site as possible, while using the methods that search engines usually ignore. This is essentially the goal of SEO, to drive natural, organic traffic directly to the site in hopes of increasing the overall revenue that can be made from a site.