5 mins

What Is SEO?

Written by
Jason Gray
Published on
February 4, 2023

What is SEO and why does it matter?

SEO (Search Engine Optimization) is the practice of optimizing a website to improve its ranking on search engines like Google, Bing, and Yahoo. By improving a website's ranking, it can attract more organic traffic and, in turn, drive more leads and sales.

How Does SEO Work?

Search engines use algorithms to determine the relevance and authority of a website, which is then used to rank the site in the search results. The algorithms take into account factors such as keyword usage, website structure, content quality, and backlinks.

SEO professionals aim to improve these ranking factors to increase the visibility and credibility of a website. They use various techniques, such as keyword research, content creation, and link building, to help a website rank higher in the search results.

Why is SEO Important?

SEO is important because it can have a significant impact on a website's visibility and credibility. When a website ranks higher in the search results, it can attract more organic traffic, which can lead to increased leads, sales, and revenue.

Additionally, a higher ranking can improve a website's credibility and authority, making it more trustworthy in the eyes of users and search engines.

Search engine optimisation is so important to business success that all of our websites come with built-in SEO from day one.

Now, together, we'll learn what is SEO and how to do it:

Keyword Research

Keyword research is the process of finding the most relevant and high-traffic keywords for a website. By using these keywords in the website's content and meta tags, SEO professionals can improve a website's ranking for those terms.

Keyword research involves using tools like Google's Keyword Planner or SEMrush to identify keywords that are relevant to a website's niche and have a high search volume. SEO professionals then use these keywords to optimize a website's content, meta tags, and other ranking factors.

On-Page Optimization

On-page optimization refers to the optimizations that can be made directly on a website to improve its ranking. This includes optimizing the website's content, meta tags, images, and other elements.

Some of the key on-page optimization techniques include:

  • Using relevant and high-traffic keywords in the website's content
  • Optimizing the website's meta tags, including the title tag and meta description
  • Using header tags (H1, H2, H3, etc.) to structure the content and make it easier for users and search engines to understand
  • Optimizing images by using descriptive filenames and alt tags
  • Improving website speed and mobile responsiveness

Off-Page Optimization

Off-page optimization refers to the optimizations that are made outside of a website to improve its ranking. This includes building high-quality backlinks from other reputable websites.

Backlinks are one of the most important ranking factors, as they signal to search engines that other websites consider a site to be valuable and trustworthy. By building high-quality backlinks, SEO professionals can improve a website's ranking and credibility.

Link Building

Link building is the process of acquiring backlinks from other websites. There are various techniques that can be used to build links, including guest blogging, broken link building, and outreach.

The key to successful link building is to build high-quality links from reputable websites that are relevant to a site's niche. These links signal to search engines that a site is valuable and trustworthy, which can improve its ranking.

Local SEO

Local SEO refers to the optimisation of a website for local search terms. For example, a local coffee shop might want to optimize its site for keywords like "coffee shop near me" or "best coffee shop in [city name]."

Local SEO involves optimizing the website's Google My Business listing, including accurate business information and customer reviews, as well as using local keywords in the website's content and meta tags.

By optimising for local search terms, businesses can improve their visibility in search results for users who are searching for products or services in their area.

Technical SEO

Technical SEO refers to the optimisations that are made to a website's technical aspects to improve its ranking. This includes optimizing the website's structure, coding, and security.

Some of the key technical SEO optimisations include:

  • Improving website speed and load time
  • Ensuring the website is mobile-friendly
  • Improving website navigation and structure
  • Fixing broken links and errors
  • Ensuring the website is secure with an SSL certificate

Technical SEO can help improve a website's user experience, which can lead to improved rankings and increased organic traffic.


SEO is a crucial aspect of online marketing and website development. By optimizing a website for search engines, businesses can improve its visibility, credibility, and authority, leading to increased organic traffic and sales.

SEO professionals use a combination of techniques, including keyword research, on-page optimization, off-page optimization, and technical SEO, to help websites rank higher in the search results.

By staying up-to-date on the latest SEO trends and best practices, businesses can ensure that their website is ranking high in the search results and attracting the right audience.

SEO requires expert knowledge and takes significant time investment, if you're busy running your business but you want more customers then we can help, just by requesting one of our FREE website and marketing reviews.


1. What is the importance of SEO for businesses?

SEO is important for businesses because it helps improve the visibility and credibility of a website, leading to increased organic traffic and sales.

2. How does SEO work?

SEO works by improving a website's ranking factors, such as keyword usage, content quality, and backlinks, to attract more organic traffic and increase its visibility in search results.

3. What is the difference between on-page optimisation and off-page optimisation?

On-page optimisation refers to optimizations made directly on a website, such as content and meta tag optimisation, while off-page optimization refers to optimizations made outside of a website, such as link building.

4. What is technical SEO?

Technical SEO refers to optimisations made to a website's technical aspects, such as website speed and structure, to improve its ranking in search results.

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