Search engine optimization (SEO) is the practice of increasing site visibility in search results. To do this, you need to understand SEO in its simplest terms: You need to structure your content so that it appeals to users who are searching for the information your site has to offer, and you need to create logical, keyword-friendly URLs that aren’t duplicative or difficult for users to remember. Google is more than happy to give sites with high quality, original content a chance on their search engines. Even if a site isn’t optimized properly, there’s always hope if you take the right steps.