SEO is the abbreviation for Search Engine Optimization and represents an active practice of optimizing a website in order to increase the organic traffic it receives from search engines. It consists of making the site search-engine friendly, by adding SEO content, thus getting higher positions in search results. Optimizing a website for search engines requires looking at many unique elements, but it is a great white marketing strategy for increasing the site's relevance. White marketing techniques refer to ethical and correct practices to bring organic traffic to a SEO optimized website.

Unlike a marketing campaign, the SEO process has long duration results. The increased number of visitors from organic traffic on the search engines doesn't end when the optimization process ends, but continues until the content is relevant to the customers. Therefore, the final goal of an SEO optimized website is to increase the organic traffic coming from the search engines.

A big part of a search engine white marketing campaign is writing press releases that have gone through a press release optimization process. A press release optimization means focusing on a set of keywords that have to appear in the press release with a significant density, keywords that will link to the website in a specific manner.

1. You need to be found by search engines

If your site cannot be found by search engines like Google, Yahoo! or MSN (drives the organic traffic) then people who want what you have cannot access it unless it is SEO optimized. The search engines are the primary navigation method for most of the Internet users and are the first promoters of whatever you offer: information, services or products.

2. Investing in SEO optimization and white marketing can have an exceptional rate of return.

Targeted visitors to a website can provide publicity, revenue and exposure

3. The results will be seen for a long time after optimizing the website

You will have only to periodically update the SEO content already optimized according to the newest requests of the search engines.

On-site SEO

On-site SEO represents the set of changes required to be done to the website. Firstly the most important is content optimization according to the selected keywords. A good site structure will help with the page rank increase, which is a pretty good indicator of a quality website. It will also help increase web traffic to the site as the page rank is taken into account on SERPs. Some of the on-site SEO techniques are one time changes; others require constant updates in the future:

• Improves the HTML structure
• URL structure improvement
• Sitemaps
• PageRank distribution inside the site
• Determine the optimal keywords for every optimized page in the content optimization process.
• Keywords position
• Content renewal

On-site SEO it's a good starting point for a website with great expectations. The increase of web traffic is a not easy to be done, but once you get it, through content optimization and the above techniques, the site will be ready for off-site SEO.

Off-site SEO

Off-site SEO consists actually in building links outside the website, links that will help in page increasing the pagerank. The link-building process can be done by submitting to exterior:

• Directories
• Dedicated blogs
• Link exchanges
• Own network of sites
• Partner sites

Also great off-site SEO tools are writing quality press releases and newsletter sent to subscribers. An engaged email list of subscribers will consistently convert leads and build a strong customer base.

Follow up

This step follows the optimization process and consists of monitoring the results of the on-site and off-site SEO, through one or more analytical tool. It has the aim to observe the overall status of the website. It analyses the increase of web traffic to the site and its various sources and types of visitors. The next step is to make the necessary modifications.

Analysing the results and establishing the next required actions as SEO's last stage is an actual continuous optimization process which has the goal to constantly refresh the site's content and inbound links. Content optimization is continuous as the searches of certain keywords may vary and with this also the traffic.