Search engine optimization (SEO) involves improving a website's visibility in organic search results. To optimize a site, one should define the target audience, research keywords, select keywords, research competitors, place keywords strategically on pages, build links on the site and from other sites, create fresh content regularly, and measure success over time. Hiring an SEO consultant can help clarify goals and determine how long it may take to see results. Various free tools are available to assist with optimization efforts.