Effective Search engine optimization (SEO) can require making changes
to the source code of a site, it is often very helpful when
incorporated into the initial development and design of a site, leading
to the use of the term "Search Engine Friendly" to describe designs,
menus, content management systems and shopping carts that can be
optimized easily and effectively.
Many site owners and consultants engaging in SEO attempt to pursue
qualified visitors to a site, and the quality of visitor traffic can be
measured by how often a visitor using a specific keyword phrase leads
to a desired conversion action ( as making a purchase, viewing or
downloading a certain page, requesting further information, signing up
for a newsletter, or taking some other specific action).
Some SEO efforts may involve
optimizing a site's coding, presentation, and structure, without making
very noticeable changes to human visitors, such as incorporating a
clear hierarchical structure to a site, and avoiding or fixing problems
that might keep search engine indexing programs from fully spidering a
site.
