SEO optimization is a bundle of proceeding which includes different activities aimed to make websites “search engine friendly”, enhancing its SERP positioning. These are activities that involve meaningful choices in the structure of a website, words to use instead of others, choices for naming, such as titles, sections, tags or meta-descriptions optimized for every single page instead of a standard setup, and so on.
It starts from the analysis of main keywords which involves a strategic positioning choice. If you choose keywords with wide searching volumes, in all probability tied to websites with a solid positioning for reference and history, everything becomes more difficult – although not impossible to handle. But you can achieve great goals if the choices you put in place go behind to a strong strategy.

The positioning of a web page on search engines is the outcome of a specialized process made by technical as well as strategic components. It’s not a one-off job, but continuous.