Search Engine Optimization (SEO) is the process of increasing the visibility of a website or web page in a search engine’s natural or unpaid (organic) search results. Essentially, the ranking and frequency of a website on the search results list impacts the website’s visitors that come directly from the search engine. SEO can target a variety of search categories such as image search, local search, video search, academic search, and industry-specific vertical search engines. SEO takes into consideration how search engines operate, what users search for, the terms or keywords used, and which search engines are preferred by each audience. Optimizing a website can involve editing its content, HTML, and coding to increase its relevance in terms of specific keywords and to remove any barriers to the indexing activities. Another SEO tactic is site promotion to increase the number of backlinks or inbound links that occur.
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