The only way a website can be effective is if it has visitors in the first place. There are a great many ways of doing this, and while simpler things such as adding your website to your business cards or email footer can help, making sure your website is search-engine friendly can have huge long-term benefits.
SEO is the art of tailoring a website and it’s content to be easily found by not only Google, but also it’s users. By rewording content, ensuring a good structural flow and using the correct HTML tags will make sure it is picked up by Google, and judged accordingly.
One of the critical parts of SEO is keeping your website up to date. Adding new content on a regular basis lets Google know that your business is still active, and if you consistently write good, well structured and informative content then Google will be more likely to show your website higher up the search results.