In order to understand how search engine optimization works we need to review the relationship between search engines and web sites. For this discussion we will focus primarily on how Google builds a relationship with web sites. There are three processes Google uses to build this relationship. The first is crawling, whereby Google sends out spiders via the Internet to discover new and updated pages which are then added to the search engines result pages. The next step for Google is to index the information provided by the spiders including title tags, ALT attributes, and key content. Finally, Google evaluates all the indexed information and ranks it according to trust of site, back links, and current popularity.

Therefore, search engine optimization works by improving the crawl capability of a client site, makes key content available for indexing, and increases back links in order to produce improved search engine placement.

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