Organic SEO (search engine optimization) is the phrase used to describe processes to obtain a natural placement on organic search engine results pages (SERPs).
Some examples of techniques used for organic SEO include using keywords and keyword analysis, backlinking, link building to improve link popularity, and writing content relevant for human readers.
See White hat SEO.
Also see How Web Search Engines Work in the Did You Know…? section of Webopedia.
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