SEO Tools Access is a process that helps improve a website's ranking on search engines. This process includes a variety of tactics, including creating high-quality content, monitoring site technical health, gaining links, and preserving a local search presence. The search engines like Google use complex algorithms to rank content, which take many factors into account. The purpose of SEO is to help a site appear near the top of the search results. In the US, there were over 100 SEO firms, and in 2006, Google had over 92% of the market.