At its simplest, search engine optimization (SEO) strategy organizes and presents information (or marketing) online so it is accessible to search engine spiders, understandable by humans, relevant to user searches, and valuable once found.

It is both an art and science, because ultimate success requires a solid and planned integration of both creativity and technology.

As the SEO discipline matures, good SEO practitioners recognize this integration as a unique partnership of distinct (and disparate) expertise, one that often requires a different kind of collaboration among management, marketing, and information technology personnel.

The goal behind SEO is to attract new, targeted customers to websites via the search engines' natural or organic (as opposed to sponsored) results. Just as other forms of online and offline marketing attempt to attract more customers, SEO is implemented to drive more visitors, higher-quality visitors, and conversions.

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