What is SEO? A Beginner’s Guide to Search Engine Optimisation
SEO (Search Engine Optimisation) is the process of improving a website so it appears higher in search engine results like Google, Bing, and Yahoo. In simple terms, SEO helps your site get found by people searching online for the products or services you offer.
Why SEO Matters
- Visibility: The higher you rank in Google, the more likely people are to click your website.
- Traffic: SEO brings in targeted visitors who are already searching for what you provide.
- Credibility: Customers often trust businesses that appear at the top of search results.
- Cost-effective: Unlike paid ads, SEO traffic can continue long-term without ongoing ad spend.
How SEO Works
Search engines use algorithms to decide which websites to show for a search query. These algorithms consider hundreds of factors, but the main areas of SEO include:
- On-Page SEO: Optimising your website’s content, titles, headings, and keywords.
- Technical SEO: Making sure your site loads fast, is mobile-friendly, and easy for search engines to crawl.
- Off-Page SEO: Building authority through backlinks (links from other websites), reviews, and brand mentions.
- Local SEO: Optimising your Google Business Profile and targeting local searches like “plumber near me”.
Key SEO Strategies for Beginners
- Keyword Research: Find out what words your potential customers are typing into Google.
- Create Quality Content: Write blog posts, guides, and service pages that answer customer questions.
- Optimise Titles & Meta Descriptions: These are the snippets people see in search results.
- Improve Page Speed: A faster website improves both user experience and rankings.
- Build Backlinks: Get links from trusted sites to increase your domain authority.
SEO vs Paid Ads
While PPC (Pay-Per-Click) ads give instant results, they stop working when you stop paying. SEO takes longer to build but delivers long-term, sustainable traffic that doesn’t disappear when the budget runs out. For many businesses, a mix of SEO and PPC is the best strategy.
Conclusion
SEO is about more than just getting traffic — it’s about attracting the right visitors who are ready to engage, enquire, or buy. By investing in SEO, you’re building an online foundation that can continue delivering customers for years to come.