This is accomplished with onsite SEO and offsite SEO.
Onsite SEO consists of coding, title tags, html, content creation, site maps and other strategies. If you think of your website like it’s a resume, onsite SEO would be the process of cleaning up and organizing the resume to give you the best chance of landing the job.
Offsite SEO is all about getting other websites to link to your website. The search engines see these links as “votes” that help them decide which sites to rank higher on the SERP. The most relevant and authoritative links are the best. If you’ll consider our resume analogy again, links are like your list of references. The more related to your industry and the greater the authority of the reference, the better.
Onsite SEO and offsite SEO are two very different skills but are equally important to a website’s overall success.