(SEO) Search engine optimisation is the process of organizing the content of a website to increase website traffic & potential relevance to specific keywords fired from search engines. This is done with the aim of achieving a higher neutral search listing and thus increasing traffic from search engines.

SEO considers how search engines scan web pages and what people search for. Optimising a website mainly involves editing its content and HTML coding to both increase its relevance to specific keywords and to remove barriers to the scanning activities of search engines. Sometimes a site's structure (the relationships between its content) must be altered too. Because of this it is, from a client's perspective, always better to incorporate Search Engine Optimisation when a website is being initially developed.