SEO (Search Engine Optimization) is part science and part voodoo. The science part is owned by the search engines (such as Google). The voodoo part is what SEO experts try to do to guess how to outsmart (or work with) the search engines. The goal is to get yourself, your business, product or service found by the search engines and ranked as high as possible. There are legit SEO people who work hard to get your ranking high, and there are many more scammers who make promises and try to make you fear loosing your ranking. Once you know what the search engines respond to, you have a better chance of playing by the rules and getting found and raising your rankings.