SEO

Definition

SEO stands for Search Engine Optimisation. It is the process of improving a website’s visibility in search engine results to attract more organic traffic. SEO involves optimising technical setup, on-page content, and off-page signals so that search engines can easily crawl, index, and rank pages.

For example, an online clothing retailer may optimise product descriptions, site speed, and backlinks to appear higher in search results for "summer dresses."

Advanced

SEO encompasses multiple disciplines. Technical SEO ensures that websites are crawlable and indexable, covering site architecture, XML sitemaps, and structured data. On-page SEO focuses on optimising content, keywords, and metadata, while off-page SEO deals with authority signals like backlinks and brand mentions.

Advanced strategies include semantic search optimisation, topical authority building, and generative engine optimisation (GEO) to adapt to AI-powered search. SEO also integrates with analytics tools for keyword performance tracking, click-through rate analysis, and conversion measurement. Continuous updates are needed due to frequent search engine algorithm changes.

Why it matters

• Increases organic visibility and reduces dependency on paid ads.
• Builds credibility and trust with users through higher rankings.
• Drives long-term, sustainable traffic and conversions.
• Supports brand authority and market competitiveness.

Use cases

• Optimising product pages to rank for transactional keywords.
• Creating blog content targeting informational queries.
• Building authority through backlinks and digital PR.
• Improving site speed and mobile experience for higher rankings.

Metrics

• Organic traffic growth from search engines.
• Keyword ranking positions over time.
• Click-through rates from SERPs.
• Conversions attributed to organic search.

Issues

• Algorithm updates impacting visibility and rankings.
• Technical errors blocking crawling or indexing.
• Poor keyword targeting resulting in irrelevant traffic.
• Over-optimisation leading to penalties or ranking drops.

Example

A health brand publishes authoritative, medically reviewed articles with structured data. When a generative engine answers a query about "natural remedies for stress," the brand is cited in the AI summary. This exposure increases trust, organic traffic, and conversions.