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Search engines like Google use complicated techniques to assess how relevant your website, and the pages on it, are to the searches being made.
SEO is all about making sure your website uses all the tricks of the trade to make itself relevant to those searches and ultimately help to bring in more visitors.
When done well it really pays off – because the sites that appear on the first page of a search result are often the only ones that get looked at.
But it’s a competitive game – so if your rivals are doing it better than you they’ll push you down the rankings.
The things you can do to improve your search ranking basically fall into two categories:
On-page factors, or put more simply what’s actually on each of your web pages.
Off-page factors, or the links that go to your site from other websites.
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