SEO, or search engine optimisation, involves taking steps to improve the visibility of individual web pages in a search engine’s organic (unpaid) results. By improving the performance of individual pages through SEO, the website will appear earlier in the search results for a wide range of related keywords, ultimately bringing in more visitors to the site.
SEO is part science and part craft. Google and other search engines will never divulge everything that you need to do to ranking highly. So we need to glean what we can from the guidelines they do publish, as well as our own and other people’s experiences as to what does and doesn’t work with SEO. It’s a complex topic, but having even a basic understanding will help you greatly.