Do you have a question you can’t answer? Do you need to find the most recent and up-to-date information? Or do you simply want to buy a new camera to take with you on a holiday? Just look it up on the internet! It is as easy as that: type in your keyword in a Google and there you go! Bingo! Some people cannot grasp the fact that millions of users all around the globe do use INTERNET to look for the information or buy products on-line. And even less people realize that what these users get as a result of their search depends on the SEO of different web-sites.

SEO is nowadays an invisible, but such an all-encompassing phenomenon. It is SEO that brings INTERNET chaos in order, it is SEO that helps ranking search results and it is SEO that makes businesses thrive and gets customers satisfied.

Search Engine Optimization analyses the work of Google or Yahoo, gathers information about latest keywords that have been used and identifies which search engines are the most popular. After gathering all the relevant information and analyzing it, SEO companies choose appropriate tools to make a specific site appear higher in Google rankings. This is done through web-site content editing, adding additional inbound links or any other techniques that make a web-site “SEO friendly”. Apart from these SEO tools, some SEO companies however tend to employ deceptive tactics known as black hat SEO. Link farms, keyword stuffing or other manipulations damage the process of a quality search via search engine and in this way decrease the credibility of the search engine itself and disappoint the user. Google detect unacceptable SEO tactics employed by some SEO companies and ban them from their indices or penalize them in some other way. In order to eliminate black hat tactics, that become very widely used, search engines might also change their search algorithm altogether. This is in fact quite a natural process since search engines care about the quality of services they deliver and try to make their users as happy as they can. If they don’t, they just lose their competitive edge and become outsiders, because users will use another search engine that shows more relevant search results.

For SEO companies it is important to realize that search engines are the ones that establish the rules of the game and the tools of the Search Engine Optimization have to comply with the guidelines defined by search engines. When new rules appear a SEO company has to develop new tactics in order to make web-sites appear high on the listings. Of course the sites that do not correspond with the requirements will be affected, but the ones employing appropriate SEO tactics will make their clients successful.

Another thing that has once brought up the idea that SEO is no longer of immediate interest is that social media is expanding very fast and people turn away from search engines in favor of blogs and forums. It is true that personal opinion is more valuable than the one delivered by search engine, but not all the people have time or desire to use social networks to find what they can easily find in a couple of seconds with the help of the search engine. But even if they do have time and are in mood for that, be sure they will still look the same thing up via Google or Yahoo! And what can be more persuasive at this point then finding out that the results of these two quests correspond? That is why SEO is by no means replaced by social networking, it can rather benefit from making these two tools work together.

Thus as a marketing strategy search engine optimization becomes more and more important as the internet experiences new growth. The more people use internet in their everyday lives, the more businesses are going on-line to offer their services. For these businesses SEO becomes an essential element that can lead to great success. And no matter how complicated ranking algorithms of search engines become, professional SEO companies are still able to make sites rank well in search results and ensure thousands of mouse clicks to the sites of their clients.