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Once a web site is built, people need to be able to find it. Search engines are a very effective way of connecting internet users with the products and services they're looking for. Research shows that the number of people using search engines to find information is growing.

Search Engine Optimization (SEO)
Search engine optimization is the process used to fine tune the content of a web page so it ranks higher in search engine results. Since 62% of search engine users click on a search result within the first page of results and 90% within the first three pages of search results, ranking higher can greatly improve traffic to a web site (iProspect Study - Search Engine User Behavior).

Each page needs to contain keywords and keyphrases that someone would type in when searching for that particular product or service. Since search engines look for specific elements on a page to help determine the relevance of that page to a search term, web site copy has to be written so it makes sense to the reader and be accessible to search engines, as well.

Although search engine optimization can't "guarantee" that a web site will come up number one in search engine listings, sites stand a much better chance of ranking higher by following guidelines that make them search engine friendly.