1. Introduction

The book you are about to read deals with the topic of search engine optimization and everything related to understanding it – from how search engines do what they do, to how you can use them to promote a business or website and incorporate SEO into a marketing strategy.

We will start with looking at what search engine optimization is in a nutshell, what it has to offer to the webmaster of a website and what are the common SEO techniques being used.

People are the key to the internet, as the internet is supported by the development of content from the global community and is used by the same community in the form of search engines. And that is why we will be looking at how people use search engines.

Further on in this book, we will explain to you how to make a website that is search engine friendly and makes the most out of SEO and SEM techniques. This includes understanding what search engines love and respond well to, how search engine algorithms work and how they create rankings. We will be talking about tools used for link building, keyword research, and analysis tools, to equip you with the skills necessary for analyzing a website and optimizing in relation to the most effective keywords that generate traffic and respond well to what is trending on the internet.

In the last chapter, we will be offering a conclusion that sums up the topic of search engine optimization, search engine marketing, the tools discussed and what the world of SEO has to offer to any business, organization or individual wishing to make a greater online presence.