Cover Page by Melanie Mitchell

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Introduction

Search Engine Optimization, often referred to as SEO, is the art and science that improves the visibility of a web site or a web page in search engines via the “natural,” “unpaid,” “organic, or “algorithmic” search results.

Example of a typical Search Engine Results Page (SERP) that denotes paid and organic search:

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SEO considers what people search for, the actual search terms or keywords typed into search engines, how search engines work, and which search engines are preferred by their targeted audience. There are no guarantees with SEO, but businesses cannot ignore the power of search engine marketing if they are going to effectively ...

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