Search Engine Optimization or SEO is the process of optimizizing your website (making changes to the code and text) to properly convey your keywords and your site's theme to search engines -- so that you may be found using those keywords (typically you can expect bonus keywords, in addition to your main list to be ranked).

In order for your site to position highly in the major search engines, you must understand how the engines work and what they look for. Search engines rank sites based on algorithms, which are complicated mathematical equations. The algoritms typically take into account 2 major factors: unique content that is keyword rich and your site's link popularity (the number of quality incoming links to your site). Other importantfactors are: site architecture, your code and how "natural" your site is.