Having the best looking website will be of little benefit if it cannot be found. The Internet is an inconceivably large source of information. No matter how great a website is, it is a small fish in a very large pond. Search Engine Optimisation (SEO) can be used to help increase the traffic to a website.
SEO means optimising and improving the code, meta data, hyperlink structure and content of a web page in order to obtain higher natural listings on the search engines. SEO provides a cheap long term solution for increased quality traffic to a website.
Optimising a website for search engines will increase its visibility. This will consequently increase external links to content on the website and also increase traffic to the site.
A two pronged approach to SEO is usually adopted; On Site Optimisation and Off-Site Optimisation
These are activities that should be done to improve the ranking of a single page in the website (these activities should be carried out for all pages)