You can get visits out of search engines two ways.
1. Advertise. You can pay to advertise, and pay for every click you get. Simple, quick and often effective. Paying for clicks is called search engine marketing (SEM) or Pay Per Click (PPC) advertising.
2. Optimize. You can optimize your website for certain keywords so that people who click on ‘normal’ search engine results (not the sponsored/paid ads) have a better chance of seeing your website entries. This is search engine optimization (SEO).
There are a whole bunch of things a website can do to kill its chances in the search engine race. Technical SEO makes sure that a website can at least get to the starting blocks.
You would think every website in the world would do this already, but they don’t. Some websites can’t even be indexed by Google (and if you ain’t indexed, you ain’t getting found anytime soon).
Technical SEO means making sure that all your web pages can be indexed, that each page has a unique title and description, that web pages use headings properly, that special sitemap files are prepared so that search engines can read them … the list goes on.
Where to start, all the really, really hard stuff. You see, because there are SO MANY web pages out there (increasingly with very smart SEO folk advising them or working for them), just getting to the starting blocks isn’t enough.
You need to stand out from the crowd. Writing good content isn’t enough, you need to promote it so it is noticed, read and passed on to others.
Websites without other websites linking to them don’t have any authority. And Google likes authority. Google seems to love authority so much it goes all misty eyed with high authority web pages and puts them right at the front of the queue.
SEOs who are good at Marketing SEO know how to get not just any old links, but high authority links, the ones that turn their web pages into high authority web pages as well. All links are not created equal, and Marketing SEO is what you need if you want good links.
Since SEO is so competitive these days, Marketing SEO is also very concerned with competitive research. Where do your web pages rank, what competitive pages rank higher, how many visitors do they get and where from, how many links do they have and where from, how can I get some of those visitors and those links … and so on.