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  The process of increasing the amount of visitors to a Web site by ranking high in the search results of a  . The higher a Web site ranks in the results of a search, the greater the chance that that site will be visited by a user. It is common practice for Internet users to not click through pages and pages of search results, so where a site ranks in a search is essential for directing more traffic toward the site.

 helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine.