SEO, or Search Engine Optimization, is the process of enhancing a website to better the chances of it ranking highly in the search engines. What most people often misunderstand about Search Engine Optimization is the fact that the goal is not to create a perfect site, but to create a site that is less imperfect than the competition. All else being equal, the search engine will see that the SEO site is more relevant to the Search Engines. This is not because the site is of that much more quality than its competition, but because it highlights the positives and eliminates as many negatives as possible.