Search engine optimisation is the art of getting a website to rank in the natural listings or organic listings on the major search engines. Every search engine tends to look at different aspects of your website to configure to the search engines algorithm. So to ensure that your search engine optimisation is correctly set up for your website you need to ensure that you modify your website to the search engines algorithms. If you correctly modify your website as the search engine requires your search engine optimisation campaign will be deemed successful and you will rank highly in the natural listings.