*This page will continue to grow as we consolidate information about the topic. Please come back again. Defining Search Engine Optimization Search Engine Optimization or SEO is the procedure of affecting your natural or "organic" rankings in the search engines (most commonly Google is the focus of this effort) by making changes on your own website and getting links from other websites. These two types of optimization, "onsite optimization" and "offsite optimization", are essential in achieving top rankings for any type of competitive phrases in the search engines whether it be Google, Yahoo or even Aesop! Oft times PPC or Pay-Per-Click marketing where one can pay for "sponsored" ads in the search engines is lumped into the category search engine optimization, but would more properly placed in the broader category of search engine marketing, even though there ads, landing pages and bids to optimize in any PPC Campaign.