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SEO is about optimizing your website to increase traffic by improving internal and external strategies that will ultimately increase site traffic to your website. Businesses that practice SEO can vary, and there are many unique elements to consider when optimizing a website. The goal of SEO is to discover the search terms and phrases needed to build and generate website traffic. Don’t worry, if you’re confused about this, you are not alone.

Most web traffic is guided by three major search engines (Google, Bing, and Yahoo!). If your site isn’t found by search engines or your content isn’t optimized enough to be picked-up by their databases, you lose a great opportunity of marketing your website to potential clients or customers. Whether your site provides services, content, information, or products search engines are a primary navigation method for almost all internet users. Experience and statistics have proven that search engine traffic can make (or break) a website’s or business’ success. SEO targeted website visitors provide revenue, publicity, and exposure like no other. Investing in SEO, whether through finances or time, can create an exceptional rate of return.

Working With SEO. To create a successful website with proper SEO, you must first be sure that the website is well built as it plays a significant role in how search engines analyze your domain rank and relevancy. In creating your website, you must first be sure that the website is appealing to the customer and that the site is easily navigable. The way to create the proper architecture for a website is to build a site that is flat and has minimum clicks necessary for the user to get to the destination page.

In addition to creating the proper navigational structure of the website, you must also check for broken internal and external links. There are many useful tools for finding broken links which will crawl through your website and recognize any broken links that forward to 404 or corrupted pages. Another technique for improving the architecture of your website is to check the server header response code and duplicate content. If either of these is found, they should be corrected. While some of the concerns may need to be fixed by the sites developer, others can be fixed by simply changing some wording or taking the proper steps with search engines to correct the information.

Finally, make sure that your website has the proper architecture and has one main URL by setting up a canonical 301 redirect if needed to change www… to non-www. To search engines, having your site accessible by both looks like two different websites and your domain authority may be negatively affected. In addition, be sure to remove any developmental site that was used to originally create the website. By leaving the developmental website on its server, this creates duplicate content that can get crawled by search engines and create a negative impact on your main website. Once the live site is up and running, the developmental site should be taken down and removed from search engines if it exists.

An SEO campaign is based on the cornerstone of on-page optimization. However, when it comes to which on-page SEO techniques really work, there are 8 opinions for every 5 experts. When your business is at stake, you can’t just optimize your website and hope that it works. You need to be completely confident that everything you do will help your rankings. Moreover, you need to be sure that you’ve done everything on the SEO checklist and your website is optimized across the board.

Dr. Elijah Clark
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Cite this article:
Dr. Elijah Clark (June 22, 2023). Search engine optimization (SEO) [Web log post]. Retrieved from
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