Websites are commonly used by clinical practices to promote their clinics. However, there is no point having a website if it is not visible online and prospective sports medicine patients can actually see it. This is where search engine optimization comes in. SEO or search engine optimization is the industry whose job it is to get a site to rank higher in the search engines, such as Google and Yahoo. Specialists in search engine optimization take a website and modify the location and use of keywords on the page, so that the search engines are really clear on what the site is wanting to rank higher for. The SEO experts also build backlinks to the site from other site to help the website they are working on to rank higher.