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Search engines display different kinds of listings in the search engine results pages (SERPs), including: pay per click advertisements, paid inclusion listings, and organic search results. SEO is primarily concerned with advancing the goals of a website by improving the number and position of its organic search results for a wide variety of relevant keywords. SEO strategies may increase both the number and quality of visitors. Search engine optimization is sometimes offered as a stand-alone service, or as a part of a larger marketing effort, and can often be very effective when incorporated into the initial development and design of a site.