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Search engine optimization (SEO)
as a subset of search engine
marketing helps to improve
the number as well as
quality of visitors to a web
site from search results.
The quality of visitor
traffic can be measured by
how often a visitor using a
specific keyword leads to a
desired conversion action,
such as making a purchase or
requesting further
information. In effect, SEO
is marketing by appealing
first to machine algorithms
to increase search engine
significance and secondly to
human visitors. The term SEO
can also refer to "search
engine optimizers", an
industry of consultants who
carry out optimization
projects on behalf of
clients.
Search engine optimization
i.e SEO is available as a
stand-alone service or as a
part of a larger marketing
campaign. Because SEO
frequently requires making
changes to the source code
of a site, it is often most
effective when incorporated
into the initial development
and design of a site,
leading to the use of the
term "Search Engine
Friendly" to describe
designs, menus, Content
management systems and
shopping carts that can be
optimized easily and
effectively.
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