Search engine optimization is the method of increasing the volume and quality of site visitors to a particular website or even a single web page, usually from search engines. SEO targets both unpaid and direct traffic. For example, a search engine optimization company may target only those individuals who are searching for information on the latest developments in the health industry, such as diabetes care, and direct only non-paying website visitors. Alternatively, the same company may target all internet surfers who have recently searched for information on the latest trends in the stock market, the mortgage industry, and so on.