Search engine optimization (SEO) is the process of increasing traffic to a website by increasing its visibility in search engine results. It includes techniques that aim at improving the rankings of a website so that it appears in the top few search engine results. Search engine optimizers target different kinds of searches that web users conduct. This includes image and video searches, text-based searches, as well industry-specific ones. The process includes keyword research, website traffic analysis, and web content optimization. Content optimization involves the inclusion and right placement of keywords and links in the content, and the use of optimized HTML code.