earch engine optimisation, SEO or web site optimisation refers specifically to the technical discipline of preparing a website (or each page of a web site) for submission to a search engine to maximize it's relevancy with regard to the subject matter of the website as well as the particular relevancy requirements of the targeted search engine....
# optimising the design and layout (XHTML/CSS)
# optimising URLS and page titles
# optimising the mark-up; use of HTML tags, Meta-Tags, Alt tags and emphasis
# optimising the relevancy of the core copy (text)
# optimising keyword density, synonyms and phrases
# optimising images and other embedded objects
# optimising the internal and external linking strategy
# optimising any related dynamic elements