For most new websites the initial hurdles to overcome with search engines are:
- Discovery – Having the pages crawled.
- Visibility – Appearing in the search index.
- Ranking – Achieving a position at the top of the search results.
Once a website has overcome these initial barriers it will start to receive search traffic.
From there your strategy should incorporate not just ways to optimise the site and improve rankings, but ways in which you can extract value from your search traffic.