Search Engine Optimization (SEO) is all about making your website, blog, service or brand appear more prominent - i.e. to appear as early as possible, or achieve high ranking - in a search engine's general search results. The higher the web page appears on the list, and the more frequently it appears in search results, the higher the frequency of visitors it will receive.
SEO works by manipulating how search engines work to generate results, and the behaviour of users; for example what search terms they use, which search engines they might use, key words. Websites can then be edited and changed accordingly to allow them to appear more frequently and in a higher position. They can also be promoted to increase the number of backlinks or inbound links which will direct a user to the website. Results can be targeted by search type, location, media type, and more.
Sound complicated? It needn't be. You can use basic SEO techniques to improve and promote your digital identity, or to create a positive online presence.