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| Search Engine Optimization |
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The purpose of Search Engine Optimization is to improve the volume or quality of traffic to a website from search engines via natural or unpaid traffic.
Search Engine Optimization is the process by which a website is shaped in structure, technology and content in order to attract search engines to rank it highly for selected keyword phrases.
Search Engines use complex algorithms to decide where and for which keywords they rank sites in their organic listings. These algorithms are made up of hundreds and often thousands of different factors that can influence whether your site ranks # 3 or 300,000.
In order to achieve optimal visibility, it is obviously preferred to have your site rank as high as possible in the results for your chosen terms. However, the challenge is that search engines do not publish these algorithms, so we must attempt to intuit what these factors may be and apply these appropriately to our website strategies.
The way Search Engine Optimization is performed varies, but a experienced Search Engine Optimization expert will have learned a number of 'tried-and-true' Search Engine Optimization best practices that can be applied to a website to improve its search engine performance.
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