SEO represents "search engine optimization." 

In simple terms, it suggests the process of enhancing your site to increase its exposure for relevant searches. The better presence your pages have in search results, the most likely you are to garner attention and draw in prospective and existing clients to your organization.

Search engines such as Google and Bing utilize bots to crawl pages on the web, going from website to website, collecting details about those pages and putting them in an index.
Next, algorithms analyze pages in the index, considering hundreds of ranking factors or signals, to identify the order in which pages must appear in the search results for an offered query.

"Search ranking" factors can be thought about as "proxies" for aspects of the user experience.

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