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The process of increasing visibility of a web page or a website in search engines through natural or unpaid search results is referred to as search engine optimization. SEO is an internet marketing strategy that considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and the preferred search engine of target audience.SEO may target different types of search that include image search, local search, video search, academic search, news search and industry specific vertical search engines.Optimizing a website may involve editing its content,HTML and associated coding in order to increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.One of the key tactics of SEO is to increase the number of backlinks or inbound links. The term SEO was first used by John Audette and his company in the year 1997. As a marketing tool, SEO may generate adequate return on investment.