Search Engine Optimization, the process of aligning page content with search engine index results.
Words, words, words
Google nor any other search engine does not care what a website looks like. It could be the most visually appealing, user friendly site on the planet and that will carry no indexing weight whatsoever. Words used onsite place the site somewhere in the natural search index. Exactly where is going to depend on numerous factors, the principal of which is the popularity of the words employed.
Paying attention in the beginning, provides a springboard to significant index rankings.