SEO, or search engine optimization, is a process that positions websites at the top of search engine results. Common SEO techniques include writing informative content, conforming to proper HTML coding practices, designing a user-friendly interface and emphasizing certain keyword phrases in the content.
Website owners often use SEO as an inexpensive means to gain more page views through organic search results. As of 2014, organic search makes up the majority of traffic in websites, surpassing those that come from direct visits, referrals and advertisements. Besides great content and web design, SEO tactics also include using backlinks, manipulating search engine crawlers and using tactics that factor in what people search for and how search engines behave.