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I assume you're referring to organic seo. Organic seo is achieved by optimizing your website - including photos meta tags and length of posts, filling it with relevant content, getting your links out there so that the 'bots' or 'Spiders' will crawl your site and index your pages without spending money to drive traffic to your site.

For something a little more in depth, there's a good article here: imeinstein.net/seo-without-geek-speak/

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