This relates to who is it that is searching and what their motive is, through to making something easy to find.
Search Engine Optimization (SEO) is aimed at making your website easy to comprehend by the google-bot search engine. Which in turn catalogues it so that if you put in a search term your site is the most relevant for that context.
Another context is finding the 'right' product or service on your web site, and guiding them to buy it - the Conversion Funnel.
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