SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines. Firms that practice SEO can vary; some have a highly specialized focus, while others take a more broad and general approach. This guide is designed to describe all areas of SEO – from discovery of the terms and phrases that will generate traffic, to making a site search engine friendly, to building the links and marketing the unique value of the site/organization’s offerings.

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