As an Internet marketing strategy do, SEO also considers how search engines work, what people search for. The actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. Optimizing a website may involve associated coding to both increase its relevance to specific keywords and to remove and editing its content and HTML.