Search engine optimization (SEO) refers to the techniques used to help your website rank highly on search engines to send the right customers to your website. The higher your website ranks on the search results page, the more traffic your website attracts which ultimately increases sales for your business. In other words, SEO gives your business the organic traffic it needs to thrive in the online environment.

The most critical factor in a website is providing a pleasant experience to site visitors to convert them into customers. The second most important factor is having a site that works with search engines to attract those visitors actively searching for your products and services.

Page one of search engine results contains over 90% of Google’s user traffic — particularly the top three spots. Google and other search engines use programs known as ‘spiders,’ to crawl through websites on a regular basis. These spiders will pick out key pieces of information on the page to determine what the page is about. When customers use a search engine, it generates page results based upon a complicated algorithm. This algorithm is dependent on the keywords and phrases within the page, how often the page is updated with fresh content, the popularity of the page, and the organization of the page.