Usually we use SEO for:1.Optimize website for generating traffic from search engine like google,bing, yahoo like this.2.Make your website Authority in certain key points in Google index3. Ranking your website by setting different types of keyword.

There’s two search results in every search engine:1.Organic Search Result (Manually build up)2.Sponsored Search Result (Paid to build up)

We have some process for doing
On Page Optimization:
Title Tag Optimization
Meta Keyword Optimization
Meta Description Optimization
Header Tag Optimization
Image Alt Tag Optimization
Google Analytics Optimization
Alexia Traffic Optimization
Google Web Master Tools
GEO Sitemap & KML Optimizations
Bing & Yahoo Web Master Tools
Robots Tag Optimization
Anchor Text Optimization

Here we have some process of
Off Page Optimization:

Directory Submission
Social Bookmarking Submission
Blog Comment
Article Submission
Forum Profile Creation and Posting
Web 2.0 account Creation And Link Wheel
Business Listing or Citation/Local listing
Press Release Submission
Rss feed/Rss Submission
How pinged a website
Profile Creation with client information