One of the methods employed by search engines for ranking a website and judging its popularity and importance is ranking depending on the quantity of backlinks to a website. However, if the website doesn’t contain the relevant keywords or content, the question of backlinks doesn’t come into the picture as any SEO expert will tel you, a search engine searches various websites in the World Wide Web for the keywords typed in by the user. The more optimum the content is in a website, the higher it will be ranked in the search engine’s result, and hence, higher its popularity and visibility.

Search engine optimisation is done for a website keeping this fact in mind. Information present in a website is extracted and indexed. Depending on this, the content of a website is then edited in order to obtain a higher rank during a search engine’s search. Website traffic increases greatly if there is optimum content. This can be done by increasing the frequency of common keywords or phrases in the content. Additional weight to a website can also be given by constantly updating the content, so that the search engines crawl back frequently. Relevant keywords can also be added to a website’s content.