What is SEO?

Published by Amber Needham
Marketing and Digital

What is SEO? 

Search Engine Optimization (SEO) refers to a set of strategies aimed at enhancing a website's visibility on search engines like Google. Achieving a higher ranking on search engine results pages (SERPs) is paramount, as it significantly influences the volume of traffic directed to your website. SERPs are typically categorised into sponsored listings, where companies bid on specific keywords using pay-per-click (PPC) advertising, and organic listings, which are determined by effective SEO practices. 

Why is SEO Important? 

SEO holds pivotal importance for several reasons. Firstly, it serves as the primary way of driving organic traffic to your website, enabling users to easily discover and access your content. Moreover, effective SEO enhances the credibility of your website. Utilising key tactics such as keyword optimisation and backlinking helps elevate your website's ranking, thereby increasing its visibility to a wider audience. 

Tips to Improve Your SEO 

Keyword Research:  

Conducting thorough keyword research is integral to optimising your SEO performance. Utilise platforms such as Google Ads and SemRush to identify relevant search phrases related to your brand. It’s important to first do some consumer research into what phrases people are searching for in relation to your brand. For example, a dog day care in Halifax may want to look into ‘Doggy Day Care Halifax.’ Once the types of phrases have been found these will need to be uploaded into a Keyword planner, which will give you information regarding how many times these phrases are searched each month. Once identified, integrate these keywords strategically throughout your content to improve your website's visibility on search engines. 


Backlinks, or hyperlinks embedded within your website content, play a crucial role in enhancing your website's credibility and SEO ranking. Establishing links to reputable websites can significantly improve your website's quality and search ranking. Similarly, encouraging other websites to link back to your content signals to search engines the significance and quality of your website. You can build these backlinks by writing content which links to relevant pages, reaching out to those in your sector to provide content for one another or conducting research with relevant insights. 

Website Loading Speed:

Ensuring swift website loading times is essential for optimizing SEO performance. Websites that load quickly, ideally within two seconds, are more likely to secure higher rankings on search engine results pages. A faster loading site is less likely to have a high bounce rate and encourage people to stay on your page for longer. To improve loading speed, you can consider compressing image sizes and optimising website code to enhance performance. 

Relevant Content:

Providing relevant and informative content is essential for improving SEO ranking. Regularly publishing blogs and articles that align with your company's services and cater to the interests of your target audience. High-quality, relevant content not only enhances user engagement but also boosts your website's visibility on search engines. 

By implementing these strategies, you can enhance your website's SEO performance, thereby increasing its visibility and attracting more organic traffic.