SEO is a set of strategies to increase a website's ranking in search engine results pages through keyword optimization and link building. Keywords are terms people search to find a website, and pages should be optimized for specific keywords. Using keywords in a domain name can help search engines and other sites associate the website with those keywords when deciding on links and rankings. Achieving high rankings takes time as competitors have built links over many years, and more backlinks generally correlate with higher search engine popularity and rankings.