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Search engine optimization, commonly abbreviated SEO, refers to the practice of increasing search engine rankings through a variety of tactics.

Website owners improve on-site SEO, for instance, by ensuring that the content, title, meta description, and other web page fields contain keywords relevant to their target search terms. Since a website’s ranking is primarily determined by the quality and quantity of inbound links, off-site SEO is the practice of obtaining inbound links, through practices such as press releases, guest blogging, and building a reputation on social media.

These types of practices, approved by Google and other search engines, are known as “white hat” SEO. Less scrupulous methods of link-building are known as “black hat” SEO, and can involve activities such as spamming and hacking.

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SEO