You want the right people to easily find your website when they’re searching for your product or service. In order to increase a website’s relevance for specific key words, phrases, and/or subject matter, SEO takes into consideration how search engines work and what people are searching for. “Optimizing” is editing a website’s content, HTML, and associated coding to increase its relevance to specific keywords and phrases and to ensure there are no barriers to the various search engines’ indexing activities. SEO may also involve increasing back-links, incoming links, and other marketing efforts beyond the actual coding of the website.