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Search engine optimization - commonly abbreviated to SEO - is the process whereby a web site, or more specifically a web page or document, is constructed or amended in such way as to improve its placement in the search engine results pages or SERPs. Search engine optimization should not be seen as an end in itself. It is a function that should be undertaken to improve the overall commercial performance of a web site. Good search engine optimization will ensure that a page appears higher in the search engine results for a range of relevant, specific and valuable search terms or queries. The simple objective of SEO is to generate more valuable web site traffic. The achievement of a higher ranking against relevant search terms has commercial value for a web site because it will attract more traffic than a lower ranking. In an increasingly crowded online environment, search engine optimization is therefore a crucial online marketing discipline.
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