Search Engine Optimization is the process of optimizing a website through programming standards which are best suitable and agreeable to the major search engines. By programming a website to be “optimized” for the engines it will stand a better chance of ranking well on the SERPS (search engine results pages). Once a site is optimized/programmed to adhere to SEO standards it must be promoted through online marketing initiatives. These initiatives may include writing blogs, articles, press releases and creating link-backs. This “offsite” effort plays a key role in the optimization process as it helps push rankings higher on the SERPS.