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Search engine optimization (SEO)

Search engine optimization (SEO) is the practice of using keywords and other techniques to ensure a company’s website ranks high in search engine results (and therefore gets high volumes of visitor traffic). It is a form of online marketing.

Websites that are “optimized” and have high search engine rankings tend to:

  • Use words and phrases (keywords) that are known to be heavily searched by users and help distinguish a company from its competitors
  • Have pages that load quickly and work properly (e.g., no broken links or elements)
  • Have other sites linking to them (which shows that their site is trustworthy)
  • Refresh their content on a regular basis (which encourages other sites to link to it)