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Search Engines use automated software, often referred to as Spiders, to search through thousands of websites to identify the most relevant site to display for a particular search term. Through the application of the ranking algorithms the Search Engine deliver relevant results back to the browser.
The methodology for achieving a higher natural listing is called Search Engine Optimization (SEO). This technique involves deciding which phrases to optimize, and which on-page and off-page factors to implement. On-page factors involve making changes to the actual website itself, and off-page factors involve activities such as submission to directories, creation of links, article copywriting etc.