Shirley, don't feel bad. I had no idea what that meant either until he explained it to me. The letters refer to Search Engine Optimization. Lets say someone Googles (the search engine) Jehovah's Witnesses, the first things that come up are the ones most likely to be read. The WTBT$ of course wants that to be THEIR website etc. The more something comes up on the internet the closer it gets to the first page.
So the more a story like this gets posted in the media the more likely someone else will come across it simply by typing up something pertaining to JWs. This becomes the optimization. Hope this helps.