As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.
Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
Because effective SEO may require changes to the HTML source code of a site and site content, SEO tactics may be incorporated into website development and design.
The term "search engine friendly" may be used to describe website designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure.