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With the rapid growth of information on the web, search engines have become the starting point of most web-related tasks. In order to reach more viewers, a website must im-prove its organic ranking in search engines. This paper intro-duces the concept of search engine optimization (SEO) and provides an architectural overview of the predominant search engine, Google. This paper presents a conceptual framework for exploring various optimization guidelines, which can be categorized under four parts: keyword research, indexing, on-page optimization, and o↵-page optimization. Some worst practices, or ”black hat ” approaches, to SEO are briefly dis-cussed. The paper concludes with the future semantic web and how it can a↵ect optimization techniques, such as link building. 1