There are two parts to optimizing a website for search engines, on-page and off-page optimization. On-page factors consist of the visible elements and front-end code that form a website. By adapting these in line with best practice techniques, we can influence how search engines regard the site when they visit it.
Off-page optimization is the process of increasing the deemed importance of the site so search engines rank a website higher than its competitors. To do this we approach related third party websites and ask them to include a ‘link’ to the site from theirs. Search
engines interpret these as ‘votes’ for the site and they take this into account together with the content on the site to deciding rankings.