Businesses can spend a lot of money setting up a web site. However, unless the site attracts traffic, then it is pretty useless. For those that have an advertising budget, then bringing in traffic is not a problem, but, free traffic is always better than paid. Most online sites have to rely on organic traffic. That is, traffic which comes from the search engines via their results. This is 100% free, but the downside is that a site needs to rank well for the keywords it relates to. This is where search engine optimization comes into play.
Optimizing a web site for the search engines is pretty easy, although some web sites will make it sound complicated. Problems arise though when it comes to having the available time to do SEO, and this is when it is often best to hire a professional. The first part of optimization is the web site itself. It must have meta tags, such as the title of the page, and a description. These are very important, as they are what the search engines use for listing the site. Internal linking is also important, both for user experience, and for the search engines, you may refer this website for there are more information here.
Once the site has been optimized, then it is time to start getting backlinks to the site. A number of so called guru’s will say that social signals now play a big part in rankings. These include such things as Facebook likes. However, Mat Cutt’s of Google has recently come out and stated that social signals are not included in their algorithms. So, at the moment they are not worth bothering with. That does not mean that a Facebook page should not be utilized for attracting traffic though.
What Google does use for determining where a site appears in its rankings are backlinks. These are the links that come from third party sites. Although they are expected to appear naturally over time, most webmasters tend to be proactive, and do some backlinking themselves. What Google wants these days is natural linking, so it is no longer a good idea to go and buy backlinks in bulk. Search engines have also clamped down on link networks, so it is best to leave them well alone as well.
Although basic search engine optimization is relatively easy to do, it can take a long time, especially when it comes to backlinking. These days, it is important that they are done manually and have conversion tracking as well.