In an environment where a good search engine rank can often be the difference between success and failure for a small business, it is fair to say that ensuring that your website is sufficiently optimised for search is paramount. And it is not only online businesses that have to be sure of this as even the demographics that would once use the local directory to find a local tradesman are now just ‘Googling it’, and s a result of the domination of the search engine (Google), the priority of a good search engine position is now a no-brainer for pretty much any business owner.
In truth search can no more be considered independent of the Web than the Web can work without search. This symbiotic relationship brings forth all sorts of issues because it becomes part of a traditional push and pull where the Web, represented by those who actively work in it, wants to push all the wrong things, while search wants to pull in everything. ― David Amerland
Generating traffic through search and getting a better search engine rank doesn’t come easy, it is through a varied series of tasks and meticulously crafted content that a web page builds the authority to rank in a good position. However, the task of optimizing your own site is often achievable if you are prepared to thoroughly school yourself on the subject and apply yourself, otherwise it would be more time and cost effective to hire someone to do this for you.