Search engine optimisation is a concept that involves customising a site to improve its positioning on search result pages. The higher ranking pages on search engines like Google get considerably more traffic than the lower ranking ones. An SEO strategy seeks to tailor a website to meet the specific criteria that will improve its chances in rankings. A good strategy must incorporate variables, like page content, link building, web design, and keyword density and quality. Search engine optimisation strategies keep changing as search engines update their algorithms. A website must adjust to the changing rules if it’s to stay ahead of the competition.