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Search engine optimization is a process of improving traffic from search engines.  It specifically focuses on organic traffic rather than direct or paid traffic.  Direct traffic is when a visitor arrives directly on a website, without having clicked on a link on another site and paid traffic results from ads. 

Organic traffic is given more effort because it gives you a long-term competitive edge.  An optimized content leads to higher search visibility on search engine, which means it will bring in new and engaged visitors.  Organic traffic are customers who have searched a specific keyword, which means they are already engaged and have an idea of what they are looking for, unlike direct or paid traffic.  They are more likely to engage with your contents and will result in higher likelihood of buying products if you are either selling or marketing for the product. 

SEO requires you to understand how search engines work and it is a cyclic process since it changes often.  Not only will the engine algorithm change, but what audience search for and their behaviors may change as well.  It requires consistent research to stay up to date.  To get higher ranking and appear on top of the search page on google for example, you must focus on numerous factors like keyword density, which is the percentage of times a keyword or phrase appears on a web page compared to the total number of words on the page.  A variety of methods can increase the prominence of a webpage within the search results. Cross linking between pages of the same website to provide more links to important pages may improve its visibility. 

If you are not efficiently optimizing, you will end up losing out against your competitors.  Your competitions are all focused on optimizing content, creating stronger keywords, developing better link building practices, ensuring faster web pages, creating better user experience, having better indexing, and so on. 

Also note that not every page should be indexed by a search engine.  For example, one should prevent indexing of internal search results because search engine may consider that search a spam.  Additionally, one should avoid things that may negatively score your webpages like keyword stuffing, link manipulation, and creating duplicate content.  Google penalties for these are high and will crush your traffic and ranking, even if there may be a short-term success. 

To be successful, you should focus on creating original content, using clear and keyword rich meta tags, and making friendly and efficient website.  Your goal should be to appear on top 5 of first page of search engine results page (SERP).