Search Engine Optimization (SEO) is basically the science of positioning yourself online in such a way that you are easy to find. A website that is easy to find attracts more customers, and all SEO is targeted towards this singular goal. "Online" in this case means Google, which is the biggest search engine in the world, and which by all indications is growing with no competitor in sight yet.
Google is in the business of organizing and presenting information; their revenue model is based on offering good, well organized information through helping websites compete to be on the first page of a search.
In other words, it's a library, and authors of books can do some things that will help them be found more easily be readers. Google indexes information, and that's why when you Google something, the results will come showing you how many hits it was able to find. These hits are organized along the lines of popularity and structure of a website.
To help you gain popularity, Google gives out guidelines of what they are looking for to make people find you faster and give you better ranking. The most relevant are:
• Good information, for which they provide a structure and guidelines.
• Links both in and out of a site. A site that has popular links leading to it and popular links leading from it will be considered popular by Google. To help with this, they have developed backlinking, where certain very popular sites, especially news sites, are willing to host information for you either for free or for a small fee. Linking to this list of sites will significantly improve ranking.
• Website structure, which is based on how well the code for your website is structured for Google. Google again provides guidelines as to what you can do to make your website as optimal as possible.
• Google Pay Per Click promotions which is a paid service offered by Google. A website owner will pay a certain amount of money to have their ad appear as a link on relevant pages, and each time the ad (link) is clicked on, Google gets some revenue while the user is led to the website of the person who bought the ad. This is an expensive approach.
Google uses software, called spiders, to search for the combination of these 4 things. Since spiders are software, and are programmed to look for certain fixed variations, a website owner has to follow the rules if he wants spiders to favor his website.
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