What is SEO?
SEO, short for Search Engine Optimisation, is the practice of improving a website to increase its visibility in search engine results. The goal is to appear higher in the organic (unpaid) listings when people search for terms related to your business, content, or services.
SEO involves a wide range of techniques that help search engines understand your content and evaluate its relevance and authority compared to other pages on the web.
Why SEO Matters
The majority of online experiences begin with a search engine. When your website appears near the top of the results for relevant searches, you’re more likely to receive high-quality traffic from people actively looking for what you offer.
Unlike paid ads, SEO can generate long-term, consistent traffic without ongoing ad spend. It also builds trust, as users often consider organic results more credible than advertisements.
A strong SEO strategy can help your site:
- Attract more visitors
- Improve engagement and conversions
- Compete more effectively in your market
- Reduce dependency on paid media
Example in Use
Let’s say you run a digital marketing agency. You optimise your homepage and blog content for terms like “digital marketing services” and “how to improve SEO.” As a result, your website begins to appear on the first page of Google when users search for those terms, driving more relevant visitors to your site.
SEO is an ongoing process, and includes different areas like on-page optimisation, technical improvements, content creation, and link building.