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Search engine optimization (SEO)

describes techniques used to enhance a website's appearance in organic search results.[1]

Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a website or a web page (such as a blog) from search engines via "natural" or unpaid ("organic" or "algorithmic") search results as opposed to other forms of search engine marketing (SEM) which may deal with paid inclusion.


The theory is that the earlier (or higher) 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, video search and industry-specific vertical search engines. This gives a website web presence.

There are main two groups of activities: on-site optimization, which tries to optimize the different tags and the content on the website; and off-site optimization which tries to work on external factors like the number and quality of backlinks and promotional techniques.

As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website primarily involves editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.


  1. Alzheimer's Disease and Related Disorders Ass'n v. Alzheimer's Foundation of America, 2018 WL 1918618, at *4 (S.D.N.Y. 2018).

See also

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