Your website deserves traffic. You'll have potentially spent a considerable amount of time and money, making it look great for all of your customers to come and visit.

But what if they don't come? The chances are that they won't, not without a digital marketing strategy at least.

Your website is one of close to two billion sites. When users Google search terms, they can get back an astounding amount of results, and trawl through them all would be impossible. Usually, the user will find a site that meets their needs within the first page of results, if not in the first couple of items listed.

Getting traffic involves ensuring that your page is ranked high-up the results for particular search terms. To do this, you'll need search engine optimisation or SEO for short.

SEO gives your business a competitive advantage. Using organic methods it improves the status and quality of your site in the eyes of search engines such as Google.

Google favours sites that have been recommended by lots of other websites. If a site is well linked to by other web pages that Google views as reputable, it can help raise the authority of your domain.

Google also likes original content, as bringing back the same information for users is not offering them value. Pages should be able to open quickly on any device too and should be formatted to open on mobile devices.

Given the amount of web searches undertaken by smartphone users has overtaken desktop searches, it makes a great deal of sense to make sure your site is mobile friendly.

SEO companies use a variety of techniques to help businesses build a stronger search engine standing. These might include working on creating original and engaging content that is rich in the type of keywords that your potential customers might be using in their internet searches.

Whether you decide to do it on your own or hire a company for content creation, leaving this in the hands of professionals will give you an advantage.

Another avenue is blogger outreach, where links to your site can be placed within relevant blog posts on a selection of reputable websites, all with good domain authority scores. Allowing Google to see links to your site on lots of great websites, it knows that your site is not spam.

Posting regular content to your website, and keeping it fresh and up-to-date allows search engines to see that the site is active and healthy. Sites with very little poor quality posts that add no value to anyone's search will usually end up at the bottom of the pile.

The rules surrounding SEO are continually evolving as technology advances. The way people use the internet is ever-adapting, and as such Google tweak their algorithms often.

Hiring an SEO company to assist you in developing your digital marketing strategy will mean that you get an industry-leading professional help that is always ready to move with the next significant change.

You cannot afford to have an online presence without implementing some form of search engine optimisation. Your business will benefit greatly from it, and your website will thrive.