Definition
SEO, or search engine optimisation, is the practice of improving a website's content, structure, and technical performance to increase its visibility in search engine results like Google or Bing. It helps organisations attract more unpaid traffic and reach people searching for related topics, products, or services online.
Why Use
- Gain increased organic traffic and qualified leads.
- Build authority and trust with prospective customers.
- Reduce reliance on paid advertising channels.
- Support long-term brand growth and awareness.
- Outperform competitors in search results.
Core Concepts
- Keyword research and strategic placement in content.
- On-page optimisation of titles, headings, and images.
- Technical SEO for site speed and mobile-friendliness.
- Backlink building from reputable, related websites.
- Content quality, relevance, and frequent updates.
Examples
Scenario one: An online shop uses keyword research to optimise product pages, resulting in higher rankings and more visitors.
Scenario two: A local business improves mobile-friendliness and fast loading speeds, increasing visits and calls from local customers.
Common Pitfalls
- Overusing keywords, reducing content quality.
- Ignoring site speed or mobile optimisation.
- Neglecting backlink relevance and quality.
- Expecting rapid results instead of gradual growth.
See Also
Related concepts include Content Marketing, Keyword Research, Backlinks, and Technical SEO for a holistic approach.
