What is SEO?
What is SEO?
SEO (Search Engine Optimisation) refers to a set of techniques used to improve a website’s ranking in search engine results pages (SERPs). The higher your site ranks for relevant keywords, the more likely users are to click on it. SEO combines several subsystems in order to maximise prospects within the ranking algorithms across search platforms . The main way this is done, is by helping search engines understand, index, and recommend your site to users.
The three main pillars of SEO are:
On page Search Engine Optimisation- This strategy focuses on optimiwhat is SEO?sing the elements within your website. For example- keyword placement in meta description, titles and headings, internal linking and site structure (creating increased UX), mobile-friendly design and fast page load times and high-quality and relevant content that satisfies user intent.
Off-Page Search Engine Optimisation- This strategy focuses on building up the reputation of you website across the digital ecosystem (supra system). For example- earning backlinks from trusted websites, engaging on alternative media and directories, digital PR and defining key partnerships.
Technical Search Engine Optimisation – This strategy focuses on ensuring search engines can easily crawl and index your site. For example- XML sitemaps and robots.txt files, fixing broken links and redirect errors, improving site speed and security (HTTPS) and ensuring structured data (schema markup.)
How does SEO Works?
Search engines use crawlers (bots) to scan websites and collect information. They analyse hundreds of ranking factors- such as content quality, keyword usage, user experience, and backlinks - to decide where your pages appear in search results.
When users type a query (for example, “what is the most reliable law firm near me?”), Google aims to deliver the most relevant and trustworthy results. A well-optimised site aligns with what both search engines and users are looking for, helping you appear near the top.
Why is SEO important for modern businesses?
Increased Visibility and Traffic- By ranking higher on search engines, your business gains more organic (unpaid) traffic. Users are far more likely to click on results that appear on the first page of Google- especially the top three listings.
Builds Trust and Credibility- Websites that appear at the top of search results are often perceived as more reliable and authoritative. Strong SEO practices- such as secure connections (HTTPS), quality backlinks, and accurate business information- help establish trust with both customers and search engines.
Better User Experience- SEO isn’t just about pleasing algorithms; it’s about improving user experience (UX). Fast load speeds, mobile responsiveness, clear navigation, and engaging content all contribute to higher satisfaction and ultimately, better rankings.
Cost-Effective Marketing- Unlike paid advertising (PPC), SEO generates long-term results. Once your site ranks well, it continues to attract traffic with minimal ongoing costs, offering one of the best returns on investment (ROI) in digital marketing over a longer term.
Competitive Advantage If your competitors are investing in SEO and you’re not, you risk being invisible online. A solid SEO strategy can help you outperform rivals, capture more market share, and position your brand as an industry leader.
Local Reach- Local SEO helps businesses appear in nearby searches like “coffee shop near me.” This is essential for small businesses, restaurants, and service providers who rely on local customers.
Data-Driven Insights- SEO tools (like Google Analytics and Search Console) provide valuable data about: customer demographics and behaviour, popular search terms and pages, conversion rates and engagement metrics. This data can guide other marketing efforts and business decisions.