Search engines: operation and optimization

In this paper we study the search engine optimization (SEO ), as a useful tool to satisfy the purpose of the website owners, for the visibility of the contents, to appear in the top rankings, in the returning search results to the search engine. The SEO promotes the website ranking in organic search results, allowing to improve the website visibility among the search engine results. Specifically, after trying to identify an appropriate search engine definition and analyzing the search engine operation, the optimization activities are examined according to the macro-area of the "on-page" activities and the macro area of the activities "off -page ". Finally, the focus is on Web Analytics, a statistical activity for measuring and analyzing the website performance, aimed at measuring the SEO actions adaptation.