SEO

SEO=Search Engine Optimization. I get the concept although I can't say I know how to execute it. Does anyone think they do this well? Who does it? Admissions? Tech dept.? As an exercise, I typed "private schools new england" in Google and the top results were various associations of New England schools but right there on the first page of returned results was Groton School and Berkshire School. Of the 100's of schools in New England, how do they land at the top? What are they doing right?