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Since Google is the most popular search engine, many webmasters have become eager to influence their website's Google rankings. An industry of consultants has arisen to help websites increase their rankings on Google and on other search engines. This field, called Search Engine Optimization, attempts to discern patterns in search engine listings, and then develop a methodology for improving rankings to draw more searchers to their client's sites.

Search engine optimization encompasses both "on page" factors and Off Page Optimization factors. The general idea is to affect Google's relevance algorithm by incorporating the keywords being targeted in various places "on page", in particular the title element and the body copyGoogle has published guidelines for website owners who would like to raise their rankings when using legitimate optimization consultants.