SEO - An Explanation of Search Engine Marketing
Search Engine Optimisation (SEO) or Search Engine Optimization as the Americans spell it, is the practice of modifying a website so that it is considered to be Search Engine Friendly.
If a website can be properly read by the search engine spiders, for instance Google bots, there is an increased probability of achieving desirable results in the Search Engine Result Pages (SERPs).
The primary task for a SEO Agency is to understand what the search engines are looking for and which techniques they give greater credibility to.
This is the Holy Grail of search engine optimisation and even though some companies employ "Black Hat" techniques to deceive each search engine, natural and ethical Search Engine Marketing techniques that are approved in industry prevail for search engine listing permanence.