Through the years search engine optimization  has been constantly evolving and growing. It has been recognized as a strategy that takes a great deal of time and a lot of attention. But truth be told its not as hard as it sounds,with the correct mentality any business can begin their own SEO campaign, it is highly simple enough for any business personnel to master. The process that google uses to access ranking of websites is incredibly complicated. However, in order to land a spot in the top ranking two requirements must be fulfilled. First and fore most your company needs to be seen as an authority and secondly the content you publish must be what people are looking for in terms of their value and usefulness. Sites which are capable of these requirements get top ranking. There are still more strategies to make your site consistent and better and so the more you implement the more your presence will thrive online.Informative and valuable content : 
“Content is the king ” they say and to some extent it is very true and will continue to be so in the days to come. The contents can be of two forms. The first is the body which is used throughout your site to make sure that google understands the purpose of each page as well as the business . On- site content is also important to brief the customers on your products and give them basic information to put them at ease. The second form of content is blogging strategy which involves writing a minimum of 500-1000 words every week, gradually scaling up. The blogging technique can help your audience to interact and form a relation to the business. It also gives you the potential to answer questions in details.
Inbound links :
Establishing yourself as an authority means having a strong presence online, which often involves having many high quality inbound links directing traffic towards your sites. You could inbound link from guest bloggers for i.e diversifying your strategy.