Search engine optimization (SEO) is the process in which your website undergoes redevelopment to more effectively communicate your keywords to search engines. Optimizing your website enables it to rank higher on various search engines. Generally, SEO can be defined as the activity of optimizing Web pages or whole sites in order to make them more search engine-friendly, thus getting higher positions in search results. Search engines rank websites based on two major factors: unique content that contains pertinent keywords, and link popularity - the number of quality incoming links to your website. Other important factors that determine your ranking with search engines are the architecture of the site, the visibility of your content, its underlying code and how natural your site appears to the engines.