Search engine optimisation can be split into two main areas; on-site and off-site.
On-site encompasses everything from making sure that your site can be easily read and understood by Google and other search engines when they find your business to ensuring that there’s plenty of engaging content and an intuitive, easy to follow architecture in place to keep users (and, by extension, Google) happy.
Off-site SEO involves earning additional kudos for your site in the areas that Google’s complex and secretive algorithm values most, namely links from other websites.
Both on-site and off-site aspects of SEO must be combined together in order to succeed in the increasingly competitive online landscape. With over 200 different ranking factors being considered by Google for every search query posed to them, it’s a delicate, hard to find balance to strike in order to be successful.