Search Engine Optimisation is the process of choosing the most appropriate targeted keyword phrases related to your site and ensuring that this ranks your site highly in the search engine directories
From a search engine perspective, Search Engine Optimization (SEO) is the process of making web pages easy to find, easy to crawl and easy to categorize.
From a webmaster perspective, Search Engine Optimization involves not only that, but also to make those pages rank high for certain keywords or search terms.
To produce relevant search results, search engines must keep their ranking algorithms secret. As webmasters and search engine optimization professionals learn to predict search engine behavior, search engines need to evolve and update their algorithms to stay always one step ahead of the most savvy webmasters and SEO's if they want their results to remain relevant.
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