A book about Google search wouldn’t be complete without discussing the flip side of the topic—how websites get ranked in Google’s search results, and how to improve those rankings. Put simply, if you want to increase your website traffic, you need to optimize your site so that it appears high in the search results when someone searches for a keyword that matters to you.
This process is called search engine optimization, or SEO. How do you do successful SEO? Well, you have to know what Google looks for and then tweak your site’s content, code, and design accordingly.