I aim for your site to be searchable by the major search engines for keywords that you specify. These being keywords you think your customers might be usin to find your site. I use techniques such as using page titles relevant to your chosen keywords and internal site links and URLs that use your keywords.
You website will include a dynamic XML sitemap which I will initially submit to the Google search console to make sure they know your site exists and this will get the ball rolling on indexing your site in Google. This sitemap will then continue to work in the background as you edit and update your site with changes made being visible to Google. The console also provides webmaster tools which offers good practices to follow in order to increase your websites' chances of being found via search.
I use Google analytics in order to analyse site visitors, where they come, which pages they landed on and how they found your website. This information can be used to further tweak the website in order to make it more appealing for the type of visitors you are looking for. Search is becoming much more specific nowadays with location included in results along with numerous other factors.
Take a website about a local web designer in Surrey. You could approach SEO in a couple of ways:
Good word combinations to target
Web design Surrey
Custom web design Surrey
Bad word combinations to target
Custom web design
You need to think about how you want people to find your website. We can then work together to give your website the best chance of success.