Search engine optimization (SEO) is the art of ranking high on a search engine in the unpaid section, also known as the organic listings. SEO is the process of optimizing your online content so that a search engine likes to show it as a top result for searches of a certain keyword. It is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a Search Engine. SEO refers to the improvement of unpaid results and excludes direct traffic/visitors and the purchase of paid placement. SEO may target different kinds of search, including image search, video search, news search, etc. SEO is the magic you have to work on your article in order to make Google very likely to include your post as one of the top results whenever someone searches for that keyword. Optimizing a website may involve editing its content, adding content, modifying HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links is another SEO tactic. As an Internet marketing strategy, SEO considers how search engines work, the computer programmed algorithms which dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine the higher the website ranks in the search engine results page (SERP). These visitors can then be converted into customers. SEO differs from local search engine optimization in that the latter is focused on optimizing a business' online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services. The former instead is more focused on national or international searches.