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'''Search engine optimization''' ('''SEO''') is the process of improving the visibility of a [[website]] or a [[web page]] in [[search engine]]s' "natural," or un-paid ("[[Organic search|organic]]" or "algorithmic"), [[Search engine results page|search results]]. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including [[image search]], [[local search (Internet)|local search]], [[video search]], [[academic databases and search engines|academic search]],<ref name="aseo">{{cite web|author=Beel, Jöran and Gipp, Bela and Wilde, Erik|url=http://www.sciplore.org/publications/2010-ASEO--preprint.pdf|title=Academic Search Engine Optimization (ASEO): Optimizing Scholarly Literature for Google Scholar and Co.|publisher=Journal of Scholarly Publishing|year=2010|pages=176–190|accessdate=2010-04-18}}</ref> news search and industry-specific [[vertical search]] engines.
As an [[Internet marketing]] strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content and [[HTML]] and associated coding to both increase its relevance to specific keywords and to remove barriers to the [[web crawler|indexing activities]] of search engines. Promoting a site to increase the number of [[backlinks]], or inbound links, is another SEO tactic.<ref>{{cite web|title=50 Media Guidelines|url=http://50media.com}}</ref>
The acronym "SEOs" 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 and site content, SEO tactics may be incorporated into [[website]] development and [[website design|design]]. The term "search engine friendly" may be used to describe website 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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