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SEO
Search Engine Optimazation (SEO) is an entire 'business discipline' that covers the structure and content of a website (among other things) so that the site achieves superior natural search ranking under the major search engines such as Google and Yahoo. There are dozens of factors that impact a site's level of 'search engine friendliness' including page content, links (to other sites AND links back to your site), meta data and tags and even how your directories and files are named. You can certainly spend months educating yourself (on your own, or by purchasing SEO Training materials) or you can hire a Search Engine Optimization firm or consultant to do it for you.
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