SEARCH ENGINE OPTIMIZATION What is Search Engine Optimization? Search engine optimization ( SEO ) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results. Search Engine Return Pages & Algorithms Process of formulating answers in response to search questions and the search engine return pages (SERPs). Process of listing results returned in response to a query or search word. SEO Philosophical Approaches White Hat: follows all search engine rules and policies. Focuses on relevancy and organic ranking topics: Keywords Spiders/crawlers Headers Keyword stuffing Link analysis SEO Philosophical Approaches Black Hat: Black hat approach use of aggressive SEO tactics that do not follow search engine rules and policies Topics: Redirecting Page stuffing Selling and farming links Comparison Report The report consists of an on-page analysis which includes the number of words, the number of link and unlinked words, the number of links on the page and the page size. Interactive Participatory Component