Search Engine Optimisation, or SEO, is the method you follow to improve your natural, or organic, ranking when people search Google or other search engines.
Imagine that you sell a service like household plumbing, we would ask you a series of questions to get very clear about what this business offered and what areas you were interested in expanding. Working together we'd identify keywords associated with these products or services and then Forte Web Design would perform some analysis to see how well these keywords rank, how popular they are, whether we could use them organically (free) or whether we'd need to buy advertising to rank with them.
We'd go a step further by examining the keywords that attract customers to competitor websites. If there isn't a strong connection here we might suggest further keywords to use on your site to start ranking higher than your competitors in the search engine results.
Because search engines like Google are finely tuned to detect an over saturation of keywords we'd spread these out carefully in meaningful text so that it all makes sense to human visitors. We'd also use synonyms, words that are similar in meaning to your keywords, and long tail keywords to further strengthen your site's authority on the topic.
All of this takes time. It often takes several goes to write original and meaningful content. The new content needs to be submitted to the search engines so they pick it up quicker and we need to keep coming back via the search engine to see if the changes are resulting in improvements.