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'''Search engine optimization''' ('''SEO''') is the process of improving the visibility of a [[web site]] or a [[World Wide Web|web]] page in [[search engine]]s via the "natural" or un-paid ("organic" or "algorithmic") [[Search engine results page|search results]]. Other forms of [[search engine marketing]] (SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including [[image search]], [[local search (Internet)|local search]], [[video search]] and industry-specific [[vertical search]] engines. This gives a web site [[web presence]].
As an [[Internet marketing]] strategy, SEO considers how search engines work and what people search for. Optimizing a website
The acronym "SEO" can refer to "search engine optimizers," a term adopted by an industry of [[consultants]] who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. 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 [[web site design|design]]. The term "search engine friendly" may be used to describe web site designs, [[menu (computing)|menus]], [[content management systems]], images, videos, [[Shopping cart software|shopping carts]], and other elements that have been optimized for the purpose of search engine exposure.
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