Literally all business websites are developed with the same objective, which is to get as much traffic (visitors) as possible to boost their profits, especially through search engines (organic traffic). Each and every day, tons of websites are struggling and racing against one another to reach the top ranking (on certain keywords) in famous search engines like Google and Yahoo in order to gain as much organic traffic as they can.
Since search engines are constantly updating and altering their search algorithms for better user experience, SEO (Search Engine Optimization) has become an on-going procedure that needs to be done on every website to maintain their position and to keep up with the trend of these search engines.
I read through a SEO Webmaster Forum and find that genuine SEO professionals will always use white hat SEO methods to create a better and longer lasting online result for their clients, rather than black hat (illegal) methods which could badly affect search engines and user experience. In addition, black hat methods will also result in a penalty or ban from search engines, thus it is advised not to use such techniques to optimize your websites.
From what I've studied through a Search Engine Marketing Forum, one good way to get a better ranking is to keep your website structure as simple as possible for search engines to crawl and of course, your website should always be updated with original and quality contents. All in all, websites should always put their visitors in first place and provide what’s best for them, giving the best user experience possible.