Search engines are constantly seeking new information on the Web. They have their own software programs that scour or crawl the Web looking for information. These are sometimes also called spiders or bots. They go from site to site and collect information. They use a ranking algorithm that determines which sites to rank and in what order. This is done to provide users with the most relevant and useful content and with an experience that allows users to easily consume content. If you aren't providing that as a brand or website, you are likely not ranking or visible to search engine users. If that's the case, it is time to educate yourself and/or employ SEO services to help provide services that help you.
Google provides its own “Starter Guide” for websites looking to learn about SEO, but I would argue that you should always employ a search engine expert who understands SEO on a very detailed level and whose job it is to stay up-to-date on the latest Google algorithm processes to help you build and maintain a strong presence on the search results page. Also, it's important to think beyond the technical and HTML code aspects of SEO. It's evolved into much more of a comprehensive game that requires a longer view around tech, content, and popularity aspects.
An SEO initiative should provide guidance on how to drive and optimize these three areas of website environment, content, and popularity. Let's dive into each of these because they are essential to understanding and executing the right SEO program that will get you ranking higher in search results for most search engines.
A sound and fully optimized website technical environment is critical and the top priority when it comes to SEO and capturing strong organic traffic levels. If you don't have your website technology set up correctly, your content will not get crawled, so it's useless and pointless to not focus on your website technology first and foremost. Websites are usually managed via a content management system housed on a website server. Both the content management system and website server have important influence on how search engines crawl your content when reaching your website.