The document discusses search engine optimization (SEO). SEO is the process of improving web pages to rank higher in search engines for targeted keywords. Key factors that influence rankings include crawlability, optimized code, internal link structure, link popularity/relevance, and content relevance. Organic or natural search results receive the majority (around 60%) of clicks from users. SEO is also the most popular form of search marketing. Reasons to conduct SEO include high ROI, users trusting natural results more, and many people not looking past the first page of results.