This refers to the art of designing and creating a website which is search engine friendly. It’s about making sure your website has the right structure and the right words in both copy and code, having lots of relevant content and getting other websites to link to yours. Search engines are continually getting smarter about understanding the tactics some people use to try to manipulate them. We always recommend applying SEO best practice across all content combined with smart development behind the scenes. It’s a bit of a dark art. We’re great at it, though.