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It goes by many names, Arizona search engine optimization or SEO is sometimes also called SEO copyrighting because most of the techniques that are used to promote sites in search engines deal with text. Generally, SEO can be defined as the activity of optimizing Web pages or whole sites in order to make them more search engine-friendly, thus getting higher positions in search results. SEO is a more technical process than SEM and involves a deeper understanding of search engine algorithms. SEO is no longer just based on text analysis. In the age of universal search, SEO-based brand promotion has to include the way images, videos and text are added to the site to ensure visibility and relevance to key search terms used by consumers.