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Search engine optimization is a complex process that is ongoing. As a business changes, its industry changes, and its competitive environment online changes, an SEO campaign needs to be updated along with it. SEO is typically broken up into phases, the first of which is on site optimization which involves making changes to the actual website in order to appeal to the search engine spiders for specific keyword searches and provide target audience members with relevant information. An optimized website that builds inbound links over time will be better positioned on a search engine results page and will generate more traffic over time. The on site optimization basics include incorporating keywords naturally into the content on the page and writing customized titles and meta descriptions for each page of content.