Search Engine Optimisation is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines. All major search engines such as Google, Yahoo and Bing have such results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn't involved, as it is with paid search ads.
With more than 40,000 searches on Google alone each second, it is absolutely important for you to know how many searches occur for the type of products, or services your business has to offer. Who your competitors are in the online space for the specific search terms used (keywords) by your clients, when they search for your type of products or services is also a very important element in ensuring your website gets its fair share of the online search volume.
Whilst designing and developing a site that is SEO friendly is an absolute must have, you need to ensure that the content on your site, as well as the other SEO elements are continuously observed and changed in order to keep your business visible on the Internet.
Just like a Formula 1 car, that constantly needs to evolve and improve in order to remain competitive throughout a season, so does your website. Competition keeps changing, as more competitors join the fray, or as they improve their own online strategy and visibility of their websites. The bottom line is that the environment keeps changing and changes quite rapidly at times. Unless you continuously focus on improving your site and keeping it relevant to the keywords your clients are using, you will slowly but surely see your website disappear into obscurity.