In Joomla, a program that associates a path (URL) with internal Joomla queries. Normally a router contains two methods, build() and parse(). The build() method takes an array of commands and returns a JURI object. The parse() method reverses this and turns a JURI object into an array of commands.

The process of optimizing your pages to give them high-ranking placement in the search results page of a search engine (SERP) - including Google, Bing, Yahoo and other search engines.