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Stands for “search engine optimization”. It is the process of increasing the visibility of a website by increasing its ranking on a search engine, such as Google. Increasing a website’s search engine ranking essentially moves it up on the list of websites that appear when a search is performed. The higher on the list, the more likely a user is to visit that site. This can be accomplished by revising text within the site to be more relevant to its purpose and by increasing the use of keywords. Other strategies for SEO involve creating backlinks to the website on external websites and improving menu and page layout and navigation.