Oxford defines search engine optimization (SEO) as “the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine”. In a nutshell, search engine optimization is what is done to help a website rank higher in the search engines organic search results. By making certain changes on your site and on other sites, you can help make your site more attractive to the search engines and increase where they show you in the results.