Search engine optimization (SEO) is a critical tool for any modern business with an online presence.

Your SEO is what determines how high your website comes up in a search engine when certain words are used. Good SEO can boost your website’s visibility, and thus its authority to those who are looking for your products or services.

When it comes to SEO, the most important factor to consider is “organic” traffic. Organic traffic refers to anyone who finds their way onto your website through a normal search on a search engine, without the help of any paid advertisements. For Google in particular, having genuinely useful and engaging content that people read and share is the one true way to optimize your site. The days of spamming keywords into your site for more traffic and a higher search engine ranking are long over. While using keywords is still important and does help, they are now less important, and spamming the same keywords too much will lower your SEO.

When it comes to the type of search engine you need to optimize for, it’ll pay to learn about Google SEO. Google owns about 75% of the entire search market, making them the obvious choice for where you should focus your efforts. Having good SEO on Google will bolster your visibility, but it’ll also bolster your authority, as you’ll be one of the first things that comes up when someone is looking for what you offer.