Everybody who’s been paying attention for the last decade is aware that SEO, or search engine optimization, is important to the success of businesses that rely even a little bit on the Internet. Even if you just use the Internet to draw people to your brick-and-mortar store, you want your site to show up as close to the top of a web search as possible. And since Google is the most widely used, most intricate search engine, they essentially get to decide what site shows up where.

They do this through a few different algorithms, which they continually update in order to stay up to date with new SEO strategies. Some SEO strategies are designed to game the system and take advantage of it, advancing low-quality pages to the top of searches, but Google responds to counter this. Good SEO strategy relies on making your website actually worth visiting. You also need to make sure that it stays relevant, so having a solid online presence is still very important.

Because of the constant war between Google and less-than-honest SEO strategists, it can be hard to keep up with what’s an acceptable or useful strategy. You can find a wealth of articles on the Internet, ironically by doing a Google search, that can help you get your website back into the search engine’s good graces. But you might want an SEO professional in your corner. Having someone whose whole job revolves around keeping track of what works and implements good strategies can help you avoid potential missteps.

The most important thing to keep in mind is to avoid sleazy SEO strategies. Be skeptical of offers you find on the Internet that promise to boost your site for cheap, or immediately, because those are probably sketchy. Do some research before you sign up with anyone.