Search Engine Optimization, also referred to as SEO, is the act of changing or manipulating a company’s web pages so that they show up towards the top of a search engine’s search results. Search engine optimization involves both on-site manipulation (strategically changing the words that appear and where they appear on the web pages) as well as off-site manipulation (making sure the company’s website is seen as the leader in the company’s field). The Search Engine Optimizer helps to make sure that the search engines know exactly what the company’s web pages are “about” by including keywords and phrases that are typical to a company’s field of interest. And the Search Engine Optimizer uses off-site techniques such as linking buiding campaigns to make sure that the company’s website is listed on websites other than search engines that are related to the company’s business.