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SEO

Definition
SEO stands for Search Engine Optimisation. It encompasses various techniques and strategies aimed at helping a website rank higher in search engine results pages, driving more organic visibility and traffic.

What is it?
At its core, SEO focuses on tailoring online content and technical site elements to align with the algorithms that search engines use to evaluate pages. Common components include keyword research, on-page optimisation (e.g., meta titles, headings, and content relevancy), and off-page factors like link building and digital PR. The objective is twofold: firstly, to show search engines that your site is authoritative, relevant, and user-friendly; and secondly, to help people find the information or products they need as easily as possible. Over the years, search engines have evolved to emphasize user experience, rewarding websites that load quickly, adapt to mobile devices, and offer valuable, trustworthy content.

How is it used?
Businesses deploy SEO tactics to improve discoverability among target audiences searching for related topics. For instance, an ecommerce store might optimise its product pages with well-researched keywords, while a local bakery may highlight its address to appear in regional queries. Ongoing analysis of rankings and traffic metrics helps determine whether these tactics are successful or require adjustment. With a diligent and adaptive approach, SEO can enhance brand exposure, boost conversions, and build long-term customer trust—ultimately making it a cornerstone of many digital marketing strategies.

Applicable Areas

Related terms

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