Search Engine Optimisation, better known as SEO is said to be a dying art - needing qualified traffic on your website will never die!
It's probably more accurate to say that SEO has changed.
We use a three prong approach to SEO:
1. Organising your site so that search engines like Google and Bing, understand what your page is about and index it accurately. This includes keyword optimisation, metadata, snippets etc.
2. Optimising the title and description tags so when your page appears in search results, people are compelled to click through your listing to your page. It's one thing to appear 1st or 2nd in search results, but if you're listing isn't related to the keyword searched, it will be overlooked.
3. Creating authoritive inbound links and citations. Also known as Offpage SEO, inbound links act as mini testimonials vouching that your content is OK.