SEO is the process of optimizing a website and its content to appear prominently in search engine results. It involves understanding how people search and how search engines work. SEO has both technical and content aspects. Technically, it involves elements like XML sitemaps, robots.txt files, and structured data markup. For content, it involves keyword research, content marketing, and analytics. Important SEO data comes from tools like Google Analytics and Google Search Console which provide metrics on traffic sources, device types, demographics, and more. Search neutrality principles state that search engines should be impartial and rank results solely based on relevance.