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Can SEO be considered marketing?

SEO (search engine marketing) help your site rank better in the search engines when specific keywords are searched on. It includes keyword research, content optimization, technical issues (coding, site architecture, etc.), inbound links to a site, and more. All this collectively results in better ranking for your site on SERP,and generating more business, transactions, revenues, etc.
So, it is marketing? In every book, it is.
SEO marketing can include:
1)On page optimization where the website is optimized with technical and content aspect
2)Creating outstanding content targeting keywords which is related to the business
3)Link building, referral traffic and others
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