The O in SEO stands for Optimize

With regards to search engines, optimize means the process of making the performance of your content within the search engine's system more effective.  A search engine collects content from the internet for its catalog of information their clients may need.  This catalog is organized by primary topic or theme, and by the clues the author leaves regarding the meaning of the content. 

Those clues include:

• title
• description
• URL (should not be changed once published)
• image tags
• formatting of text
• the content itself.

When a search engine user types or speaks terms into the search bar the program uses those terms to find content in the catalog to satisfy the user's request.  These terms are called keywords, and they are the foundation of successful connection between your content and search engine users.

To optimize with regards to search engines is to refine the clues you give search engines within your content so it will be shown in a better position or to different keywords in search results.  The process of optimizing can be repeated many times to adjust or fine tune your content for your best-fit customers looking for you, your products, or your services as a solution in search.

Keywords are the first step

Work on your keyword choices first to reflect the words you think your customer may use to search. Then use those keywords, or synonyms, phrases, etc within the content itself and in the 'clue' areas to help search understand what is important in your content piece.

Search results change often

As you make changes to your content to optimize it in search, keep in mind that the search engine is continually adding more entries to its catalog.  The impact of your changes may not happen overnight and the goal of better performance may change if new content gets added for the same topic or keywords.  Your efforts are not in vain though, the more you refine your content to connect with the words of the search engine user the more opportunity your content will be included in search results.  

Search users who are more specific about what they are searching for will scroll more through results to find their solutions.  It isn't necessary to chase the position on a search results page. First optimize your content for the human sitting at the keyboard looking for you and you will connect with those ready to work with you.