Most website owners know that search engine optimisation (SEO) is important because it drives web traffic, but aren’t quite sure what to do, or not do, to get the desired results. That’s in part because there is a fair amount of misinformation about SEO, and also because once you do start learning about it, it can seem like a daunting process. It's like a science!
The key is that SEO refers to search engine rankings that people actually click on. Just getting on page 1 of a Google search isn’t enough. The information displayed on the search engine results page needs to be compelling and useful enough for a human being to want to follow the link.
High quality SEO efforts are about consistently applying proven techniques and strategies that have the greatest likelihood of withstanding changes to the search engines’ algorithms. Search engines like Google change or update the way they rank and respond to searches constantly.
In the end, your website has to be useful for actual human beings. If you keep that in mind as you apply search engine techniques, it will be easier on you and will create better results in the long run.