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Optimization of search engines is the process of improving the visibility of an organic ("natural or unpaid") search engine result pages (SERPs) website. This objective is achieved by implementing search engine-friendly website architecture, optimizing internal navigation and linking landscape, and optimizing content (Including, at a minimum, improvements in readability and usability and grammatical corrections). SEO is as much art as science, but at its core is the discipline of making search engines comprehensible and easily digestible user-friendly & useful content.