Introduction to Search Engine Optimization (SEO)
http://www.erigena.com/search-engine-optimisation/

O'Gribin, Niall
Erigena
2006

Abstract:

Search engine optimization (SEO) is the process of analyzing your site and modifying it to enable search engines to read it, understand it and catalog it correctly. This is not rewriting the site or changing the look and feel. It is subtle changes, adding or modifying inconspicuous visible and invisible text so that the search engines can read the site. SEO is not 'spamming' the search engines - it is simply helping the search engines help you - by specifying information using a variety of methods.