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Search engine optimization (SEO) is the process of improving the ranking of your website in the leading search engines. The object of SEO is to increase the volume and quality of traffic to your web site. SEO can also target different kinds of search, including local search, and industry-specific vertical search engines. Since more than 80% of surfers use search engines to locate a product, service or information, it makes immense business sense to optimize your website. If your company website does not appear in the top 10 ten results of a search engine, chances are that your clients will go elsewhere.
The leading search engines work on algorithms which are constantly fine tuned. The job of SEO professionals is to try to gauge the impact of each refinement in order to maintain or enhance a site's ranking.
Proper SEO is a blend of the efforts of an artist, the content writer and the programmer. The design team should know how to place various elements in the layout, the content writer should include unique, keyword rich content and the programmers should know how to minimize code so that the search engine robots get to the content with minimal parsing.