SEO stands for Search Engine Optimization. This affects the visibility of a website in a search engines results. SEO also targets different kinds of searches such as, video search, academic search, image search, local search, news search, and more. Keywords are very important to target a specific audience.  Optimizing your site to edit the content, HTML, and coding will help increase the relevance to certain keywords. Another SEO tactic is to promote your site in order to increase backlinks.