Relationship with search engines

The acronym "search engine optimization" can also refer to "search engine optimizers," a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform search engine optimization services in-house. Search engine optimizers may offer search engine optimization as a stand-alone service or as a part of a broader marketing campaign. Because effective search engine optimization may require changes to the HTML source code of a site, search engine optimization tactics may be incorporated into web site development and design. The term "search engine friendly" may be used to describe web site designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure.