Designing a Web site so that search engines easily find the pages and index them. The goal is to have your page rank as high up on the results list as possible, if not at the very top. Search engine optimization (SEO) includes the choice of keywords used in the text paragraphs and the placement of those words on the page, both visible and hidden inside meta tags. Search engines use different criteria for ranking pages, and those

criteria may be periodically changed to keep Web page designers from falsely describing their pages and obtaining a permanent, high ranking. This is why an entire industry exists to help Web site owners rank as high as possible. See cloaking, shadow domain, meta tag and social search engine.