SEO (Search Engine Optimization) is a process of attempting to improve search engine rankings. It improves the visibility of a website on organic ("natural" or un-paid) search engine result pages (SERPs), by merging search engine friendly elements into a website.
A successful search engine optimization campaign will have, as part of the improvements, carefully select, relevant, keywords which the on-page optimization will be designed to make prominent for search engine algorithms. Search engine optimization has two basic parts: on-page and off-page optimization.
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