With regard to SEO (search engine optimisation), we distinguish between OnPage and OffPage optimisation.
The SEO OnPage optimisation
OnPage optimisation is about how well your website is set up ONPAGE so that it can generally be indexed by search engines in the first place. In other words, it is about measures that have been taken on the website so that the page can be found at all. This OnPage optimisation already takes place when the website is created. Images should be inserted with alt attribute, the addresses of the pages should be "speaking" but not too long, the distribution of headlines in the pages and articles should be optimal, etc. There are many OnPage criteria to be considered.
Of course, the content or the text also plays a big role. If you offer something on your page that is not searched for in the search engines, it will not be found. Therefore, keyword research plays an immensely important role.
OnPage optimisation forms the basis for good OffPage optimisation.
The OffPage Optimisation
OffPage optimisation is about how many external and RELEVANT sources and / or pages point to your website. The most important factors are backlinks and social signs.
The more relevant and thematically appropriate pages link to your website, the better. The more pages that link to your website that already have a very good position in the search engines, the better. Etc. There are also many factors and criteria in off-page optimisation that have a role on your ranking.
You can do as much as you want OnPage and also write blog posts on relevant topics. If people don't link to it or search for it, it's all for naught. You have to provide relevant and high-quality content and at the same time make sure that as many high-quality and relevant external sources link to it as possible. In other words, you have to make people talk about you on the internet!