regarding the seo program

Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search engine marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a website web presence.
As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
The acronym "SEO" can refer to "search engine optimizers," a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site and site content, SEO tactics may be incorporated into website development and design. The term "search engine friendly" may be used to describe website designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure.
Another class of techniques, known as black hat SEO or spamdexing, uses methods such as link farms, keyword stuffing and article spinning that degrade both the relevance of search results and the user-experience of search engines. Search engines look for sites that employ these techniques in order to remove them from their indices.

Google SEO

Main articles: Google Search and Google Instant

Google holds over 60% of the total search market.^[38] Its algorithm is naturally also unique, so ranking on Google carries its own unique considerations. Although there are over 200 criteria Google uses to rank sites, they can be categorized into two main sections: on-site and off-site factors:
Google values sites that deliver quality content, relevance, easy navigation and load and an overall user-friendliness to the site’s visitors (on-site). However, a site’s popularity is heavily weighted when Google ranks sites (off-site).^[39] Thus Google was originally designed to rank sites mostly based on the number of inbound links they were receiving from other sites. In other words, the more site A was used as a “reference” the higher it would rank. Anchored text links used to link to site A are also very important as well as the popularity and the relevance of the site that is referencing site A.