Does it feel like, no matter what you do, you just can't get your website to rank high enough for searchers to see you and click through to your website?
Even on page 2 of Google's search results page?
So what's the deal with SEO?
Many (many!) SEO activities have to be done, together they all contribute to the position of your website in search engine results.
Here's the thing. They all have to be done expertly - really optimally - for your website to have a chance to rank well in search. It's a mix of marketing, sales, copywriting, subject matter authority, technical SEO, and coding. Now with a heavy emphasis on understanding machine learning, artificial intelligence (AI), and Information Science (entities, knowledge graphs).
It's the "optimisation" part of search engine optimisation.
Do you offer your products and services to your local area?
If your business location is close to searchers - you need to optimise for local search.
Local search is a separate search product to (regular) organic search, with lots of overlap.
Optimising for local searches now means optimising your Google My Business and Bing Places profiles, asking for and responding to reviews, uploading great photos, updating product/service details menus, responding to messages and Q&A's.
Your Google My Business listing plus your visibility on Google's search results pages means less visitors to your website. A trend that is accelerating. Stay on top of local search, and adapt to the multi-channel nature of digital marketing. Your website is just one channel!