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Employees who perform search engine optimization in a company or consultants who carry out search engine optimization for clients are called search engine optimizers. Search engine optimization has proven to increase the quality and quantity of the number of visitors to a website. The earlier a site appears in a search results list, the more visitors it is likely to receive from a search engine. Search engine optimization considers how search engines work and what people are looking for. Optimizing a website involves editing its content to increase relevance to key words The two main type of search engine optimization are white hat and black hat.