Search engine optimisation is the process of making changes to your website which have a significant effect on your Google rankings (and can also significantly improve your website's user experience). The higher your ranking, the more likely you are to attract web leads.
One of the key advantages is that when done well it provides 'zero-cost' web leads over the long term when compared with PPC. Over time, some SEO maintenance will be required as: KeyWords change; consumer desires change; new competitors enter the market; and existing competitors improve their own SEO. However, major marketers rate SEO as providing one of the highest marketing returns on investment
Google wants it's search results to feature the 'best' websites for any given search term. It's not about trying to trick search engines into giving you a higher ranking than you deserve as any such improvement is likely to be only temporary.
It's about showcasing your content in the best possible way for search engines and humans. Some people fall into the trap of solely focussing on getting a high Google ranking with insufficient thought as to whether the web page will appeal to target leads. There is no point in attracting web visitors if once they read your copy it is unattractive to them and they exit your site without buying. Effective SEO works for search engines and humans.
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