Affecting a website’s or web page’s exposure in a search engine’s unpaid results, often known as “natural,” “organic,” or “earned” results. A site will often see more visitors from search engine users the sooner (or better placed on the search results page) and more frequently it appears in the search results list. SEO can target a variety of search types, including image search, local search, video search, academic search, news search, and vertical search engines tailored to particular industries.