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'''Search engine optimization''' ('''SEO''') is the process of improving the quality and quantity of [[Web traffic|website traffic]] to a [[website]] or a [[web page]] from [[web search engine|search engine]]s.<ref>{{Cite web|url=https://www.webopedia.com/TERM/S/SEO.html|title=SEO – search engine optimization|website=Webopedia|date=December 19, 2001|access-date=May 9, 2019|archive-date=May 9, 2019|archive-url=https://web.archive.org/web/20190509033028/https://www.webopedia.com/TERM/S/SEO.html|url-status=live}}</ref><ref>{{Cite journal |last1=Giomelakis |first1=Dimitrios |last2=Veglis |first2=Andreas |date=2016-04-02 |title=Investigating Search Engine Optimization Factors in Media Websites: The case of Greece |url=http://www.tandfonline.com/doi/full/10.1080/21670811.2015.1046992 |journal=Digital Journalism |language=en |volume=4 |issue=3 |pages=379–400 |doi=10.1080/21670811.2015.1046992 |s2cid=166902013 |issn=2167-0811 |access-date=October 30, 2022 |archive-date=October 30, 2022 |archive-url=https://web.archive.org/web/20221030054324/https://www.tandfonline.com/doi/full/10.1080/21670811.2015.1046992 |url-status=live |url-access=subscription }}</ref> SEO targets unpaid search traffic (usually referred to as "[[Organic search|organic]]" results) rather than direct traffic, referral traffic, [[social media]] traffic, or [[Online advertising|paid traffic]].
Organic search engine traffic originates from a variety of kinds of searches, including [[image search]], [[video search]], [[academic databases and search engines|academic search]],<ref name="aseo">{{cite web|url=https://web.archive.org/web/20110728010319/https://www.sciplore.org/publications/2010-ASEO--preprint.pdf|title=Academic Search Engine Optimization (ASEO): Optimizing Scholarly Literature for Google Scholar and Co.|last1=Beel|first1=Jöran|last2=Gipp|first2=Bela|last3=Wilde|first3=Erik|year=2010|publisher=Journal of Scholarly Publishing|pages=176–190|access-date=April 18, 2010|archive-date=November 18, 2017|archive-url=https://web.archive.org/web/20171118043054/https://www.sciplore.org/publications/2010-ASEO--preprint.pdf}}</ref> news search, industry-specific [[vertical search]] engines, and large language models.
As an [[Internet marketing]] strategy, SEO considers how search engines work, the [[algorithm]]s that dictate search engine results, what people search for, the actual search queries or [[Keyword research|keywords]] typed into search engines, and which search engines are preferred by a target audience. SEO helps websites attract more visitors from a search engine and rank higher within a [[search engine results page]] (SERP), aiming to either convert the visitors or build brand awareness.<ref>Ortiz-Cordova, A. and Jansen, B. J. (2012) [https://faculty.ist.psu.edu/jjansen/academic/jansen_high_revenue_customers_2012.pdf Classifying Web Search Queries in Order to Identify High Revenue Generating Customers]. {{Webarchive|url=https://web.archive.org/web/20160304203905/https://faculty.ist.psu.edu/jjansen/academic/jansen_high_revenue_customers_2012.pdf |date=March 4, 2016 }}. Journal of the American Society for Information Sciences and Technology. 63(7), 1426 – 1441.</ref>
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In 2015, it was reported that [[Google]] was developing and promoting mobile search as a key feature within future products. In response, many brands began to take a different approach to their Internet marketing strategies.<ref>{{Cite web |url=https://www.startupgrind.com/blog/mobile-is-the-internet-for-consumers/ |title="By the Data: For Consumers, Mobile is the Internet" ''Google for Entrepreneurs Startup Grind'' September 20, 2015. |access-date=January 8, 2016 |archive-date=January 6, 2016 |archive-url=https://web.archive.org/web/20160106040341/https://www.startupgrind.com/blog/mobile-is-the-internet-for-consumers/ |url-status=live }}</ref>
In the 2020s, the rise of generative AI tools such as [[ChatGPT]], Claude, Perplexity, and Gemini gave rise to discussion around a
==Relationship between Google and SEO industry==
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* Russia: [[Yandex]] is the leading search engine in Russia. As of December 2023, it accounted for at least 63.8% of the market share.<ref>{{Cite web |title=Most popular search engines in Russia 2023 |url=https://www.statista.com/statistics/1094920/leading-search-engines-by-visits-share-russia/ |access-date=2025-01-06 |website=Statista |language=en}}</ref>
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By the early 2000s, businesses recognized that the web and search engines could help them reach global audiences. As a result, the need for multilingual SEO emerged.<ref>{{Cite journal |last1=Arora |first1=Sanjog |last2=Hemrajani |first2=Naveen |date=September 2023 |title=A REVIEW ON: MULTILINGUAL SEARCH TECHNIQUE |url=https://www.researchgate.net/publication/382274152 |journal=International Journal of Applied Engineering & Technology |volume=5 |issue=3 |pages=760–770 |via=ResearchGate}}</ref> In the early years of international SEO development, simple translation was seen as sufficient. However, over time, it became clear that localization and transcreation—adapting content to local language, culture, and emotional resonance—were
== Legal precedents ==
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