In today's digital-first world, if you're going to start a business, you better have a website. And if you're going to have a website, you have to make sure it has great content that ranks well in search. Otherwise, people won't be able to discover your products or services online.

Translation: You'll be leaving potential money on the table. No ambitious entrepreneur wants to do that.

The practice of optimizing your website for search (SEO) has a lot of moving parts. And, frankly, can be trying to keep up with as Google and the other major search engines constantly update their algorithms. SEO can be complicated and even too time consuming for time-strapped professionals.

What's a person to do? In the Google Hangout above, we chat with Rand Fishkin, founder of Seattle-based online marketing and SEO firm Moz. Fiskin talks about everything from writing killer content for your site to driving traffic with pay-per-click to trends to watch.

Fishkin boils it down and offers basic tips for getting at what he calls the "secret sauce" of great SEO.

Related: The Moz CEO's Wonderfully Refreshing Reason for Stepping Down

Related Book: Ultimate Guide to Optimizing Your Website