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Search Engine Optimisation is essentially the design and configuration of web site pages to rank as highly as possible in search engine results.

Google and other search engines send out 'spider' software that regularly copies web sites to their servers for indexing.  This information is used to generate the results you get every time you search.  To decide which results it feels are most relevant Google will analyse the elements that make up the pages in its index using a complex and unpublished formula.