Search engine optimization. This is the practice of making a page or site look good to search engines like Google to achieve higher rankings. Some of this is based on the code written by the designer; however it also has a lot to do with the actual written content on the site, along with certain other things, for instance the title of the page, headings used, domain name / U.R.L.

Traditionally ‘meta keywords’ were the most important aspect but this is not the case anymore, mainly due to abuse of the <meta> tag. S.E.O. is a moving target and what works today may not be so tomorrow.

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