SEO (Search Engine Optimization) is a process to analyze your site and do some modifications to make search engines are able to read it, understand it, and catalog it correctly. It is improving the visibility of a website in search engines by the natural or free search results. Generally, the higher the page and the site appear in search result list more often, there will be more visitors it will receive from the search engine’s users. There are some kinds of target in SEO such as image search, video search, local search, etc. There are two techniques in SEO; if it conforms to the search engine’s rules and do not involve deception, the method would be considered as white hat. White hat SEO have similarities in many ways to the web developments that promote accessibility. While the black hat SEO is improving rankings by deception. One of the techniques is using hidden text, as same colored text to the background, or by giving a different page whether the page is being asked by a search engine or human visitor (cloaking). If search engines may give penalties to the sites that are using the black hat methods, their ranks can be reduced, or even being eliminated from the databases.
The SEO is provided by digital marketing company, but SEO is more than just a marketing strategy, because there are some benefits from using SEO; SEO is effective in cost. There is no need to pay to the search engines for getting indexed. Other than being relatively cheap, the cost is fixed, independent of each click volume. The cost for each click from SEO is declining after initialing the cost of optimization. SEO also gives a good perception on brand, because the brand of your company will be visible on Google, does not matter if you are in page one or two.