Search engine optimisation (SEO) is a series of techniques
designed to increase the quantity and quality of traffic sent to a
website by 'natural' (or 'organic') search engine results.
Good SEO gets you noticed, generates trust and attracts business.
If a search query places your website at the top of Google's results,
then 42% of people will visit your site. If you are listed second, 19%
of people will click through. If you're third, the figure drops to 8%.
Put simply, if you improve your search engine optimisation, you will
appear higher on results pages and win a larger share of visitors and
Search engine optimisation techniques fall broadly into two categories: on-page optimisation and off-page optimisation.
On-page optimisation is partly about making sure a
website’s design does not cause problems when it is automatically
indexed by a search engine. It also involves making website content
more relevant to certain search queries, including the use of keywords,
key phrases and (in a site’s HTML code) targeted meta data.
Off-page optimisation includes many techniques designed
to encourage search engines to give you a higher ranking. The most
common is building links to a site from other, respected sites – giving
you a popularity boost, and the authority that comes with a higher