Closer to Top in search engines
What is SEO?
In simple words: SEO is what your competitors do to get closer to the top on search engines. If someone is up there, he’s either the only one that sells ”mice milkers” (or meets your search criteria for something that unique and uncommon) or is using SEO to leave their competitors way far down.
The final objective is to get your website closer to the top on search results, and in order to achieve that, your website needs social traffic, public fresh content and participation, the right structure and css code to satisfy search engine’s indexing, and many many techniques that add up value to your site.
There are white and black SEO techniques.
Black hat ones make you pay constantly and proportionally to the leads you get. It could bring your reputation down when Google penalizes you when finding it out, has no social impact and it goes away as quick as it came once you stop paying for it.
White hat techniques take a little longer to build, but they will keep your website’s reputation running by itself and growing after that, with no paid positioning or ads.