What Is Search Engine Optimisation?

In today’s digitally driven world, more and more businesses are operating purely in the online sphere. By focusing on the digital media landscape, companies can take advantage of a number of unique marketing and advertising opportunities to drive sales and revenue.

However, competition among digital business is fierce. The internet presents a democratised space where anyone can start a business. While this is a commendable characteristic, it also means that companies must come up with new and creative ways to make themselves stand out from the crowd. One of the most effective ways to do this is through search engine optimisation. Let’s take a look at what this is and discuss some of the best practices surrounding the technique.

What is Search Engine Optimisation?

Search engine optimisation, usually shorted to SEO, is the process of designing a website or online content so that it performs better in search engine results, appearing higher in lists when consumers search for specific products or terms.

Search engines like Google will assess a website based on a number of different factors. Platforms that it deems to be of higher quality will be displayed higher in the search results, leading to far more traffic for that particular website.

These SEO requirements are constantly being reviewed and updated by search engines. This means that businesses must be aware of the latest SEO practices and implementing them in their digital strategy.

All online business and companies are subject to the demands of search engines. Be it beauty SEO or healthcare SEO, if a business wants to increase sales, they must maximise their search engine performance.

How Does SEO Work?

SEO falls into two main brackets: on page SEO and off page SEO. On page SEO deals with the content available on one specific platform. Search engines like Google will assess on page SEO in a number of ways. First, it will evaluate the quality of the content, it must work to solve or answer the question posed by the searcher. The uniqueness of the content also comes into play, content that is similar or identical to content elsewhere online will be given less priority in search results.

Off page SEO deals with how your platform is represented elsewhere on the internet. If other websites are linking to your platform, this assures Google that your website is a legitimate and trustworthy one and will see your business displayed higher up in search results.

How To Improve SEO

SEO can be a complicated and difficult concept to grasp, with the ever-changing rules making things even more tricky.

One of the best ways to maximise your SEO strategy is through the effective use of keywords. Keywords are the words and phrases users enter into search engines to find products or answers to questions. Making yourself aware of the keywords relevant to your industry and including these in your content will rank you higher in search results.


SEO can be seen as something of a dark art. However, through careful research and planning you can effectively use it to boost your business.


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