Two main aspects of Organic Search Engine Optimization (SEO):
Making sure that all the keyword critical areas on the website contain the content most searched for by potential customers. Part science (knowing which areas are critical to the search engines) and part art (anticipating which keywords are most likely to attract potential clients), on-page optimization maximizes a page’s relevance to web users’ search terms.
Establishing a network of quality inbound links from other websites. Google especially relies on the “opinions” of this network of inward pointing websites to establish what the focus of that website is. Quality inbound links that match the content of the optimized website are nearly as important as the optimization that takes place directly on the website.
While SEO brings “free” traffic to your website, there are two significant limitations to organic SEO.
1) Timeframe — Google discounts the page rank of new websites, ostensibly to limit the effectiveness of “black hat” optimization techniques;
2) Control — even the best optimizers in the country are at the mercy of changes in the all important “algorithm,” and no one can guarantee that a given website will reach the desired rank for each keyword in their client’s wish list.
It should also be noted that every computer has a different search history. The search engines will actually give you different results based on the computer you happen to be using to search. Therefore, we never guarantee an exact position listing in the search engine because it will appear differently on every individual computer.