Search Engine Optimisation is the process of increasing the visibility of a website in search engines results pages in order to generate a larger number of organic (unpaid) page hits. SEO generally describes a rather large set of techniques and strategies that are deliberately used to attract an audience to a given site, keeping both search engines and users in mind. Search engine optimisation comprises many different types of activities, such as content optimisation, structural optimisation, technical optimisation, and backlink profile optimisation. Essentially, it is just the optimisation of a website to rank higher on relevant keywords, thus bringing in more users who might convert. It is an ongoing monitoring program, needing constant analysis and adaptation with any changes in the search engine algorithms and user behaviour.