'SEO' is one of those things you hear people talking about... a LOT. You have to 'optimize' your site and its content in order to get the BEST results from the Search engines: Google, Bing, Yahoo, etc.
Well, that's partially true. Your site is only half the battle, your CONTENT is what you fight it with.
There are many ways you can approach the task of 'optimizing.' You *could* hire a fancy tech/PR firm to do it all for you. You *could* pay someone gobs of cash to tweak your words, your message, your personality in just the right way so you appear slightly ahead of all those other guys listed on the page next to you. (Although that's no guarantee of anything.)
You *could* worry about this night and day, giving yourself an ulcer thinking, "MY GOD! WHAT ABOUT MY SEARCH ENGINE PLACEMENT!?"
You could do all of the above, but it's not necessary. And it's probably not going to do you any good in the long run anyway.
Google does not make a secret of how to gain a high ranking. It states clearly in its webmaster guidelines:
“Make pages primarily for users, not for search engines.”
So how do you actually do that? Again Google provides the answer:
“Create a useful, information-rich website, and write pages that clearly and accurately describe your content.”
In short, write useful content. This could include (but is not limited to):
The list could go on. The key is to produce content people find useful and want to share.
Yes, there are some technical considerations when it comes to search engines. However, any reasonably well-built website will be accessible to Google. You don’t need an expert SEO company for that (at least not if the Web designer does their job right). However, setting those technical issues aside, it all comes down to content. If you create great content, people will link to it, and Google will improve your placement. It really is that simple.
The question then becomes, how do you create great content?