Search Engine Optimisation (SEO) is the art of getting your business found on the first page of the organic search engines such as Google and Bing.
Keywords are just the basic on SEO. Keywords are words and phrases in the website content that allow people to find any searches through web engines. A well optimised website will use and speak the same language that potential visitors use when searching on search engines. Businesses must know how people are looking for information, services or products offered, in order to make it easier to find your website.
The difference between Pay per Click (PPC) and SEO is that your website will be found in the organic search. In other words, your website will be found for FREE without the need to pay for advertising.
According to Google, 91 percent of visitors search only within the first page. Only 1% continues to search in the second and less than 0.1 percent continues searching throughout the search engine results.
SEO is done by improving your website site structure and on-site keyword relevancy, and also increasing the number of high quality and relevant links that point to a website.