Search Engine Optimisation (SEO) is the practice of improving both the quality and quantity of website traffic through ensuring that you strategically use certain methods in order to boost search engine results.  

Moreover, effective SEO guarantees organic search results for your business without having to depend on paid promotion or advertising. In today’s world, search engine results pages (also referred to as SERPs) consist of both advertisements and dynamic organic result formats called SERP features.  

Although search engines primarily make money through advertising, some SERP features on Google are organic and can be influenced by good SEO. These include featured “snippets” which are promoted organic results that are displayed as an answer inside a box and related questions e.g. “People Also Ask” or “People Also Searched For”.  

The basic principle of SEO is understanding the importance of specific keywords and phrases to generate substantial and relevant traffic to your website. It also involves making your website friendly to search engines and to build your digital platform to ensure that the marketing for your brand is reputable and is reaching your target audience.  

SEO is constantly changing and can definitely get complex – but through understanding the essential components, you can elevate your brand’s marketing from its current status to exactly where you want it to go! Even a basic understanding of SEO can take your brand a long way.  

1. Crawl accessibility is the foundation of great SEO as it ensures that engines can reach and index your content. 
2. Compelling and well-written content is essential in answering customer inquiries 
3. Using optimised keywords can attract searchers and engines.  
4. Great user experience, such as a fast load speed and compelling UX, is key to ensure that visitors come back.  
5. Content needs to be share-worthy to boost user engagement and earn links, citations, and amplification. 
6. Catchy and informative titles, URLs and descriptions increase high click-through rates in the rankings. 
7. Snippet / schema markup is important for your brand to stand out in SERPs as the added code can help search engines return more helpful results for users.