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Search Engine Optimization , or SEO, is the process of improving the volume and quality of traffic to a web site from search engines. Another way to define it is this: search engine optimization ensures that your web pages are accessible to search engines and help improve the chances they will be found. Search engines are one of the primary ways Internet users find websites. A website with a good search engine listing will likely see a dramatic increase in traffic. The sooner a website is presented in the search results or the higher it "ranks", generally the more searchers will visit that site. Search engine optimization can also target different kinds of searches, including image search, local search, and industry-specific vertical search engines. It’s important, not only to submit your site to search engines, but to prepare a website through “search engine optimization.”

As a marketing strategy, search engine optimization may involve a website's coding, presentation and structure. Other efforts may include adding unique content and ensuring that content is easily indexed by search engine robots, and making the site more appealing to users. Another class of techniques, known as black hat SEO or spamdexing, use methods such as link farms and keyword stuffing that tend to harm search engine user experience. Search engines look for sites that employ these techniques and may remove them. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site, SEO 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, URLs and shopping carts that are easy to optimize.


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