Wikipedia defines SEO as the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
SEO is important because without it, many people with products and services on the internet would not be successful online. So as a designer its our job when building a site for somebody, to be as thorough as possible with keywords, image tags and anything else that could possibly be browsed over by a search engine to bring up a clients page on the top or near the top of the list. Most people do not browse past the second or third page when they are looking for something online, and if a website is at the bottom of the list, that means no business.
So how do you make SEO work? The first step is keywords, and being as thorough as possible in your meta tags with them. Secondly, make sure you are concise with any other tags for images and any other elements in your page as possible. That way when the search engine bots are combing the web for information, your page pops up more frequently and gets a higher ranking on the list. After that its a matter of tweaking and working it over a period of time to climb the ladder on the pages, until your website is sitting at or close to number 1.
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