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Have you googled your business lately?  If you haven't, you may be surprised by what you find (or don't find).  It's not enough to just have a beautiful, well-designed, mobile responsive website.  It needs to appear high on the list of results returned by search engines so customers can find you.  Search Engine Optimization (SEO) is the science of understanding how search engines and their algorithms work and what keywords customers type into those search engines to bring up desired results.  This science can then be used to edit a website's content (words), add new relevant content, make coding changes and add inbound and outbound links to increase the website's chance of being found by customers.  Search engine functionality and algorithms are constantly changing to evolve with how customers utilize them.  Therefore, SEO is an ongoing practice to keep your website near the top of the search engine results.

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