Short form of search engine optimization, the technique of increasing the amount of visitors to a Web site by ranking high in the search results of a search engine. The higher a Web site ranks in the results of a search, the greater the possibility that that site will be visited by a user. It is general practice for Internet users to not click through pages and pages of search results, so where a site ranks in a search is necessary for directing more traffic toward the site. SEO helps to make sure that a site is accessible to a search engine and enhances the chances that the site will be found by the search engine.