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Web design encompasses many different skills and disciplines in the production and maintenance of websites. The different areas of web design include web graphic design, interface design, authoring, including standardized code and proprietary software, user experience design and search engine optimization. As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.