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Search engine optimization (SEO) is the research-based approach of improving the volume and quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results. Search engine optimization targets the free, organic, natural, or left hand side of search and their ranking algorithms.

Differing from a pay-per-click (PPC) advertising program such as Google Adwords, the organic listings targeted by search engine optimization cannot be manipulated by paying a fee for favorable placement.

Web sites which rank on the first page of search engine results are scored based on a wide array of very specific criteria, the secrets of which search engines guard very closely.