Search engine optimization is the process of improving the visibility of a website on organic (“natural or un-paid) search engine result pages (SERPs). This goal is accomplished through the implementation of search engine-friendly website architecture, optimized internal navigation and link landscape, as well as optimization of the content (comprised, at a minimum, of readability & usability improvements, and grammatical corrections). SEO is as much art as it is science, but at its core, it is the discipline of making user-friendly & useful content understandable and easily digestible by search engines.