SEO – i.e. Search Engine Optimization is the process of optimizing a website to rank higher in the search engines. Basically, the two main ranking factors are content and links. Content that meets user expectations and is perceived by search engines as authoritative enough. At a basic level, we, as SEO specialists, optimize these factors. At a more advanced level, we optimize over 200 factors that Google considers important, according to them. But if you only focus on these two, you are high enough.