What is SEO and what can it do for my business?

While we don’t expect every business owner to understand what is SEO, we do hope that most understand that in order to be found online, you need to implement its practices.

So let’s start with a definition:


What is SEO?

SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. Source

Although the secrecy of search engines algorithms, such as Google’s, remains. But we do know that the factors in their algorithm divides into two categories:


  1. On-page factors: These factors decide the ranking of your website and it’s elements. They include technical issues, for example, 404 errors, and content factors such as the structure of your site and site text.
  1. Off-page factors​: These factors include links from other websites, social media action and other marketing activities taking place away from your website.

SEO Best Practice

Avoid Black Hat SEO

Stay clear of black hat SEO. If someone contacts you promising the holy grail they are either trying to pull the wool over your eyes or going to implement black hat techniques.

Black hat SEO aims to exploit loopholes in Google’s algorithms, and they aim to get websites to rank higher without earning the results. A classic example of this is Keyword stuffing, another is writing content that is not relevant to the website’s overall offering, but would draw in traffic. Both of these tactics can lead to websites falling off search engines, and to get back on can take months if not years of work. Don’t do it you will end up paying a handsome sum to get the penalisation removed.

Here’s some more compelling reasons for why you should create content and share it without charging a penny.


  • Keyword stuffing
  • Poorly written content
  • Content that is not useful to the reader or relevant to the website
  • An unsecure website
  • Poor user experience and design
  • Duplicate content (even with just one word changed!)

White Hat SEO

White hat SEO is timely and requires effort, but the hard work pays off. You need to focus on building and maintaining the best website you possibly can. That is the key goal here. Search engines will take interest in your site almost straight away if it is maintained, user-friendly and the content quality is high and consistent. Pleasing customers is every search engines core mission. They aim to index the world’s information to make it universally accessible to the people that want it.

Of course, making money is another goal. To do so, they have to make sure people keep using the search engine. Obviously there is some competition from search engines such as Google and Bing so they’ll have to ensure they offer the best service and show people the results they are looking for.

Permanently ranking high on any search engine requires a long-term, ongoing SEO strategy. SEO encompasses every online activity, from your website development and security through to your marketing activities such as PR and social media.


  • Clear keyword strategy
  • Good technical SEO
  • A great user experience  
  • Quality content that is useful for the reader (no sales pitches in your blog please!)
  • A solid social media, PR & back link strategy  
  • Mobile optimisation
So now you know “what is SEO” why not take a look at how your website is found by search engine and what they do when they get there.

Is your website fully optimised?

Why not find out with a FREE website health check