What happens when optimising site?
Make it more friendly to search engines through linking, text building and improving subtle elements of a page.
Some Evidence:
Overture numbers on subject matter.
Whats involved?
Linking campaign to improve sites visibility to engines. Explain engine process for reaching through linking.
Keywording of website. Target what your visitors are searching for
proper use of html elements in order to maximize targeting.
proper analysis of how a SE is viewing your site.
Building text based representations of content or extending on existing content so the engines will find visitors who are looking for you.