With millions of people performing billions of searches each day to find content on the Internet (Sullivan, 2013), it makes sense that marketers want their products to be findable online. Search engines, the channels through which these searches happen, use closely guarded algorithms to determine the results displayed.

Determining what factors these algorithms take into account has led to a growing practice known as search engine optimization. Search engine optimization (SEO) is the practice of optimizing a website to achieve the highest possible ranking on the search engine results pages (SERPs).

Someone who practices SEO professionally is also known as an SEO (search engine optimizer). Google says it uses more than 200 different factors in its algorithm to determine relevance and ranking (Avellanosa, 2012). None of the major search engines disclose the elements they use to rank pages, but there are many SEO practitioners who spend time analyzing patent applications to try to determine what these are.

SEO can be split into two distinct camps: white hat SEO and black hat SEO (with, of course, some grey hat wearers in between). Black hat SEO refers to trying to game the search engines. These SEOs use dubious means to achieve high rankings, and their websites are occasionally blacklisted by the search engines. White hat SEO, on the other hand, refers to working within the parameters set by search engines to optimize a website for a better user experience. Search engines want to send users to the website that is best suited to their needs, so white hat SEO should ensure that users can find what they are looking for.

In this chapter, you will learn:

• How search engines work and how they deliver results
• How to plan, research and implement an effective keyword strategy across text and other content
• Techniques for link building, an essential aspect of SEO
• How specialized search – such as mobile, social, and local search – can affect your rankings, and how to optimize for these

Important: This topic will be covered by our guest Mgr. Nikola Kožuljević. All details of the guest lecturer here. More details about the event itself here