What Is Search Engine Optimization? What does the content on your website look like to Google? Most likely it looks a lot different to them than you may think. Aside from the basic optimization of title tags and H1 heading elements, how does the core structure of your page's framework affect its own ability to rise in the SERPs above your competition? How do the graphic and text content and calls to action reflect your specific business model? How does your overall presentation affect both potential customers and search engines? These are the intricate details that must be considered by your SEO company when planning your campaign.