Search engine optimisation (SEO) is the process of improving the visibility of a web site or a web page in search engines via the 'natural' or unpaid ('organic' or 'algorithmic') 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 web 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 searches, including image search, local search, video search, news search and industry-specific vertical search engines. This gives a website web presence through its search engine rankings.

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