What is Search Engine Optimisation (SEO)?

A 5 minute read

Every day 3.5 billion searches are made, just on Google, for all manner of for different kinds of things. So you need to get a piece of that action!

Search Engine Optimisation, otherwise known as SEO, is practiced by millions of website owners worldwide to enhance both the quality and quantity of traffic to any website. This is achieved through organic search engine results.

Google’s reputation hinges on the quality and relevance of results so it needs to ensure it’s delivering good quality, highly relevant sites to users based on the term or phrase they are searching for.

Ranking Factors
When Google or any other search engines start scoring their results, these search engines will mostly look for domain authority and relevancy of the pages that they have crawled in their web index. You may not know that Google uses more than 200 signals to score their search results. While SEO encompasses all the creative and technical aspects, it also improves and influences some of the indicators that are known to them.

A good quality SEO strategy should help ensure that your website is technically sound and accessible but also set up to ensure that Google’s bots can find relevant keywords and content for the type of search terms you want to rank for.

Search engine optimization is 100% organic, which means that you can't pay any search engines to increase your search results, unlike paid search ads.   Organic traffic is generally seen as better quality traffic and is techically ‘free’ although you still have to invest time, resource and effort on SEO tactics and strategies to get it right.

SEO will combine both creative and technical activities, and on a basic level are grouped into “Offsite” and “Onsite” SEO. One needs to understand these terms to get started with search engine optimization.

Onsite SEO
When you undertake specific activities on your website to make it search engine friendly, that is onsite SEO. It is done to improve organic visibility and includes uploading high-quality content, and optimizing the website so that it enhances the experiences of the users and becomes relevant and accessible to both users and Google!

Some of the things that will be included in onsite SEO are as follows:

Keyword research: Your visitors will be using certain words to look for your products and services, and those words are known as “keywords”. You need to understand the most relevant keywords that your users would be searching for.

Technical auditing: You need to make sure that your website can be indexed, crawled, and geo-targeted. Along with it, the site should be free from glitches and errors.

Onsite optimization: In onsite optimization, you will be working on the on-page content, internal navigation, website structure, and content relevancy.

User-experience: By making sure that the content that you have uploaded shows trust, authority, and expertise, it will provide your visitors with the best user experience.

This list demonstrates just some of the activities you can undertake as part of the Onsite SEO.

Offsite SEO

The main thrust of off page SEO comes in the form on ‘link building’.   These are third party, external links that should be manually created by working with partners or asking third parties to create a link on their site for you, in exchange for high quality content that you can share with them.

The activities you will be carried outside of your website to increase organic visibility are offsite SEO. Links that are trustworthy and come from high domain authority sites will help you score better rather than relying on links that Google doesn't trust. You need to be careful that the links that you are building are trusted by Google and are genuine.   If you’re paying a small amount for hundreds of links then that should be a warning sign!

Some of the things that will be included in offsite SEO are as follows:

Content marketing: Write exceptional content and link reputable website links. So, you need to create content compellingso that it attracts better links. You can work on content utilising research data, a story, a how-to guide, and so on.

Digital PR: PR is a must these days. PR allows other websites to talk about yours, and the PR content that will be written will include your website's link too. PR can be anything from expert interviews, original research, new product launch, and so on.

Outreach and promotion: Outreach and promotion will need communicating with webmasters, influencers, bloggers, and journalists about PR, content, resource, to ultimately earn a link.

So how do you know whether the link you are going for is valuable or not. For this, you need to figure out the quality of referral traffic. If the site fails to send across visitors, or the people who are visiting your site are irrelevant, then it means that the link is definitely not worth pursuing.

Do remember that content has a larger role to play, and a website is not yet ready until you have relevant and high-quality content to display. The content should be revelant and unique and should be written to engage the readers.

Mobile Friendly websites: Also, to make your website and its content search engine optimized, ensure that the site is mobile-friendly. How mobile-friendly the website is will vastly impact the score of your website.



If you are wondering how long will SEO take to start showing results, then the answer to this is a minimum of 3 to 6 months, depending on your target keywords. So, start working on search engine optimization now because the results will take some time to show!

SEO takes time and is not a quick fix.  It needs dedication, resource, time and some level of knowledge and expertise.  But done right an effective SEO strategy can make a big difference to your business, drive incremental traffic and deliver new business growth.


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