Before you can even begin to optimize your web site for search engines,
you need to have a search engine optimization plan in place. This will
help you create SEO goals and keep those goals in focus as the purpose
of your site changes, and as the methods for search engine optimization
change — and they will change.

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Before you can understand the reasons for using SEO, it might be good to have a definition of what
SEO — search engine optimization — is. It’s probably a safe assumption that if you’ve picked up this
book, you have some understanding of SEO, so I’ll keep it simple.
SEO is the science of customizing elements of your web site to achieve the best possible search engine
ranking. That’s really all there is to search engine optimization. But as simple as it sounds, don’t let it
fool you. Both internal and external elements of the site affect the way it’s ranked in any given search
engine, so all of these elements should be taken into consideration. Good SEO can be very difficult to
achieve, and great SEO seems pretty well impossible at times.

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