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Search engine optimization & traffic building

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small businesses that want to learn how to attract more customers to their website through marketing strategies such as search engine optimization will find this booklet useful. You may want to read this booklet in conjunction with other booklets in this series such as Successful Online Display Advertising andSocial Media for Small Business.

Key Concepts
Search engine optimization (SEO) involves designing, writing, and coding a
website in a way that helps to improve the volume and quality of traffic to
your website from people using search engines. These “free,” “organic,” or
“natural” rankings on the various search engines can be influenced, but not
controlled, by effective SEO techniques. Websites that have higher rankings
(i.e. presented higher in the search results) are identified to a larger number
of people who will then visit those sites.
The majority of web traffic is driven by major search engines, including
Google, Bing, YouTube, AOL, Yahoo, Duck Duck Go, Ask Jeeves and other
country-specific ones (e.g. Baidu in China).

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