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Optimize in this case means to make the website attractive to people searching for specific information.

A basic "good" search engine optimization strategy (white hat SEO) is designed to match a website's messaging with the words used for the inquiry. A question is typed into the search engine being used to elicit a response. For example someone looking for information on rare birds of Asia might search with the question, "how do I find rare birds from asia" or they could simple type "rare birds of asia." In response to the words typed by the searcher a page of results is produced that matches the inquiry.

Better known as keywords, the terms used will find matching phrases that appear in the various sentences that populate a website's copy. When the webmaster or her SEO consultant chooses wisely and accurately the website benefits from waves of traffic. This traffic is comprised of visitors who are seeking information that matches the objective of their search.

Litterally millions of people and millions of dollars change hands when this process combined with savvy SEO strategies fulfills its design.