Search Engine Optimisation (SEO) is the process of aiming to achieve the highest possible ranking in the 'natural' search engine listings for a range of keywords and phrases. It is far more complex than paid listings (PPC).
It is thought that Google (the world's most popular search engine) has over 200 factors that it uses to assess where a site should rank and in common with all of the other search engines will not reveal fully what these factors are. An added issue is that Google will change their algorithm several times of the year meaning that some techniques become redundant and new ones are introduced. SEO therefore becomes a constant drive to keep up with the techniques to consistently achieve high rankings.
However despite the mystique that perpetuates around SEO it really isn't that difficult to grasp the essential underlying concepts and there is really no magic in achieving decent rankings - only consistent keyword management and optimisation.
