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Search Engine Optimization (SEO) is the process of improving search rankings. It can be applied to websites, business listings, and other digital entities throughout the web. Most small businesses use SEO to establish their presence online and generate relevant leads in their respective location. Because Google has regularly adjusted their criteria throughout the years, SEO continues to evolve as a practice and as a methodology. Nevertheless, the goal of ranking #1 on Google for relevant keywords remains constant for all parties.
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