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SEO is the marketing strategy for increasing a site's relevance, it considers how search algorithms work and what people search for in the internet. SEO efforts may involve a site's coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing bots from fully spidering a site. Other, more noticeable efforts may include adding unique content to a site, ensuring that content is easily indexed by search engine robots, and making the site more appealing to users. Another  techniques, known as black hat SEO or spamdexing, use methods such as link farms and keyword stuffing that tend to harm search engine user experience. Search engines look for sites that employ these techniques and may remove them from their indices.

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SEO tools: 

Wordtracker Free Keyword Tool