Skillful creation of the content of a website can help in improving the rank of the website in the results generated by a search engine. When a keyword or phrase is entered into a search engine, it will quickly search through all the different websites in order to find ones which have matches to the keyword. The website with the most number of matches will appear at the top of the results page. Having content on the website which matches the keywords is called on page SEO. This means that the content of the website is manipulated so that it is more visible to the search engines. The content should be carefully created so that it appears natural. Search engines should recognise that the content is genuine and not manipulated to incorporate these keywords. This could result in the search engines penalising those keywords and lowering their rankings in the results. Many agencies are offering services for on page SEO of websites.