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website optimization, is the process of making changes to your website so that it will appear higher in search engine results pages (SERPS). Based on a number of factors, search engines evaluate your website's relevance and readability before assigning it a position or ranking on the search engine results page. The more relevance the search engines determine your website has for a given search, the higher the website will rank.Web site optimization produces highly competitive web sites that out-perform on every measure; traffic, speed, conversion rates, sell-throughs, and, most importantly, return on your investment.