Search engine optimization (SEO) is a process to boost the visibility of a website or a web page in a search engine’s search results. In general, if a site is ranked higher in search engine or appears frequently in search results, it will receive more visitors which can later be converted to customers. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.

SEO considers how search engines work, what people are searching for, keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve making changes to its content, HTML and associated coding to both build its significance to specific keywords and uproot hindrances to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is one of the SEO tactics.

Social media optimization (SMO) is the use of a number of social media platforms and communities to generate publicity to increase the awareness of a product, brand or event. Types of social media involved include RSS feeds, social news and bookmarking sites, as well as social networking sites, such as Twitter, Facebook, and video and blogging sites. SMO is similar to search engine optimization in that the goal is to generate traffic and awareness for a website. In general, social media optimization refers to optimizing a website and its content in terms of sharing across social media and networking sites.

The idea is to strategically create interesting content that encourages and entices people to engage with a website. Common examples of social media engagement are liking and commenting on posts, retweeting, embedding, sharing, and promoting content.

App Store Optimization (ASO) is the process of improving the visibility of a mobile app (such as an iPhone, iPad, Android, BlackBerry or Windows Phone app) in an app store (such as iTunes for iOS, Google Play for Android, Windows Store for Windows Phone or BlackBerry World for BlackBerry). Just like search engine optimization (SEO) is for websites, App Store Optimization (ASO) is for mobile apps. Specifically, app store optimization includes the process of ranking highly in an app store’s search results and top charts rankings. ASO marketers and mobile marketing companies agree that ranking higher in search results and top charts rankings will drive more downloads for an app