Search Engine Optimization is the process of getting search engines to send visitors to your website. Because there are so many web sites there is a great deal of competition. There many opinions about how to get to the top of these listings as these are the ones that get the visitors. Google gives the highest ranking to web sites that are updated frequently, are older, have a lot of content and several inbound links. In the opinion of Google in bound links are a vote of confidence in the authority of the web site as an information source. The title is the most important part of the page and it should describe the contents accurately. Subtitles can also help.