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PDF File Search Engine Optimization SEO Buyer’s Guide . Search engine optimization (SEO) has been described by some observers as some kind of modern-day alchemy – a sort of technical and linguistic sleight of hand. Yet smart observers know that SEO is a marketing discipline that can deliver powerful, lasting results for deserving brands. Google has long dominated the world of search. Its algorithm has become increasingly sophisticated in recent months when it comes to analyzing word relationships and returning relevant results for search queries. Bing, the search engine run by Microsoft, has been gaining market share in recent months as Google’s main search rival.