Search engine optimization is simply the building of a website in such a way as to increase its ranking in search engines.
Notice, I said “building of a website,” not “changing of a website,” or the insertion of key words into a website. Many people believe that adding a few words repeatedly to their site, or adding keywords to the meta-tags (descriptive tags in the code of a page that tell search engines what the page refers to) will increase their site’s rankings. In some instances this may help, however, for the most part, major engines such as Google stopped looking at meta-tags years ago and adding too many keywords to a page can decrease ranking.
Therefore the entire website, from the outset, must be built to the stipulations set forth by the search engine companies if one is to have a chance of decent and continued placement in the search engines.
Utilizing a reputable web development company with a record of search engine placement to develop your website is extremely important if good search engine placement is a goal.