Search Engine Optimization is a misnomer.
Everyone just wants to get to the top of Google, and to a lesser extent Bing and Yahoo, by any means possible.
Site structure, freshness of content and incoming links are the three legs of SEO methodology, and if the rules are followed, these tactics are extremely effective.
Here is a partial guide to How SEO Is Done.
Keep in mind, I have not revealed everything I know because I would like you to hire me to get your web site or particular web pages to the top of search results when people search for particular search terms.
