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SEO is the abbreviation of Search Engine Optimization. As far as I have understood about the second part of your question, you wana ask that " Who started SEO first and told its rules".
So its answer according to my little knowledge is that SEO has no hard and fast rules to follow strictly. It got popularity slowly with the passage of time when people knew about its benefits. There are so many techniques, white and black, all work in certain circumstances. Most of the techniques are used and considered useful according to the likes and dislikes of big G.
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