SEARCH ENGINE OPTIMIZATION Search engine optimization is the practice of guiding the development or revamping of a web site so that it will naturally attract visitors by gaining top ranking on the major search engines for selected search terms and phrases. Chapter 12 discusses the process of submitting your web site to search engines to have them include your site in their directory. But you can improve site relevance, which helps determine how prominent your site is in the search engine results, by including a few extras in the site. The goal is to have your web site listed among the top results when visitors use search engines to find your site. Search engine optimization involves three key components and several minor, but effective, techniques-all of which add up to better rankings.