Search Engine Optimisation is the process of improving your website to increase its visibility (to be listed higher on result listings) for appropriate searches. The higher the listing, the better the visibility, the more likely you are to attract prospective customers to your business through your website.
Search engines such as Google and Bing use "bots" (digital robots that live on the internet) to crawl pages on the web systematically going from website to website collecting information about those pages and adding them to an index. Software algorithms then analyse the pages in the index looking at literally hundreds of factors to determine the order pages should appear in the search results for any given query.
The first point to make is that no search engine publishes its ranking algorithm, if they did then it would be far easier to conduct search engine optimisation! However, ranking factors can be considered as effectively proxies for various aspects of the user experience. Based on our experience and research, it appears that content quality and keyword research are key factors for content optimisation along with the ability for bots to crawl your pages and how well your website works on small screen, mobile devices rather than simply on large screen devices. There is also a good deal of evidence to suggest that search engines ranking algorithms favour websites that connect using a Secure Socket Layer (SSL).
The search algorithms used by search engines are trying to list relevant, authoritative, safe pages first thereby providing users with an effective and efficient search experience. Optimising your website for search engine ranking factors can help your web pages rank higher in the search results.