Basically, SEO is all about increasing traffic and visibility for your website. To achieve this you need to understand how major search engines work, what type of information people need or want and how to effectively optimize and promote a website. While technology and search engines are ever changing, there some fundamental elements that never change which are extensions of traditional marketing these are; market research, keyword research, on-page optimization, site structure, link building, brand building, viral marketing, adjusting and being current. Google is the major search engine in the world compared to others. It ranks websites based on a mix of two categories: authority and relevance. Authority is measured by how authoritative and trustworthy the source of the information is. Relevance is judged by how the page closely meets a user’s expectations and needs. For example, if an individual asks Google a query, it finds a webpage that provides an answer to it. SEO tactics usually involve creating authority for your website and increasing relevance for the targeted queries across the three primary areas of optimization: on-site optimization, on-going content marketing, and off-site optimization. On-site Optimization: Involves making your website more authoritative, more visible and to make it easier for Google web crawlers to understand and parse. On-going Content Marketing: This is the most effective tactic to build your relevance and authority over time on-site. Off-site Optimization: Also known as link building is a tactic designed to improve authority by pointing other websites to your site and link building within the site itself. This also promotes the onsite content. Authority is perceived by quality and quantity of the links pointing at your website.