What is SEO? Search engine optimization (SEO) is the process of Improving the visibility of a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Search engine optimization (SEO) is the art of creating Web pages that will rank high in search engine returns. SEO is accomplished by optimizing certain sections or "elements" in the HTML coding of each page. These sections are specifically read by search engines and, depending on the level of optimization, can create a greater likelihood of free referral traffic. There are several methods and opinions about how a web page should be optimized, and much will depend on the type of site, its content, purpose and competition. But in general search engine optimization relies heavily on the proper use of keywords and key phrases that describe the site's content. What is a keyword? Keywords are the words people type into the search fields for Google, Bing, Yahoo, Ask and all the other search engines of the world.