SEO (Search engine optimization) is the process of improving the performance and quality of traffic of a web site from search engines through "natural" ("organic" or "algorithmic") search results. Normally, the higher a sites rank, i.e, the earlier it comes in the search engine result pages (SERPs), the more visitors will be received from the search engine. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.
Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web site development and design. The term "search engine friendly" may be used to describe web site designs, menus, content management systems and shopping carts that are easy to optimize.
Most importantly, a webmaster should be able to:
- Develop & optimize search engine friendly web pages
- Monitor and optimize Pay Per Click campaigns on major PPC engines
- Coordinate and monitor link-building strategies
- Stay with current SEO industry trends and new techniques

