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SEO - Search Engine Optimisation - is a certain technical longwinded procedure to bring your website up in Google and other search engines’ listings/rankings.

It requires creative thinking and regular analysis of a website’s performance. Basically, SEO specialist needs to be able to understand/guess/learn what “key words” - phrases - your customers would normally use to find your website in a search engine.

A good SEO specialist also needs to implement a careful plan for you not to pay too much for the “key words” and the amount of them, and space them through time line so that you are not inundated with work.