SEO: The What, The How & The Why

articles | strategy

Nov 17, 2019

Search. Engine. Optimisation.

If you don’t know, get to know...


Your business is ready, your website is up and running, but how well does it rank on search engine results pages? What’s the point in putting in all of the time and hard work into creating your business if nobody can see it?


The What

SEO is optimising your content on your website so that it ranks highly on search result pages, the higher the ranking, the better your SEO and ultimately the more traffic you will generate to your website. Essentially, there are three components involved in SEO: 1 - You, the business; 2 - The Search Engine, e.g. Google; 3 - The Searcher. 

The How


  • These are absolutely imperative to improving the SEO of your website.
  • Ensure you are using secondary keywords as much as you are primary keywords, but do not put them too close together as search engines will penalise you for the overuse of keywords.
  • Research what search phrases are popular in relation to your business.

Meta Tags

Meta tags sit in the <head> section of an HTML document, therefore also need to be coded in your CMS. They provide information about your website to the search engine, so it is imperative your meta tags are optimised. You can optimise them through:

  • Title tags, the title that appears on the search engine results pages (SERPs)
  • Meta descriptions, describes the content on your website
  • Robots meta tag, prevents Search Engines from indexing pages automatically
  • Alt text, describes the visual content within the website
  • Canonical tag, if you have pages with similar content on your website you can prioritise a page to avoid a duplicated content penalty.
  • Header tag - structures content and provides information about the main topics on each page

Fresh Content

Google loves websites that are frequently updated with new content, that doesn't mean you need to change everything, but make a conscious effort to revive your website with new ideas and new content, as it prevents your website from going stale and proves your site is active.

The Why

If we reflect back to the first point made in the blog: what's the point in spending time, effort and money on a website if nobody visits it? SEO, if done correctly, helps to drive traffic to your website, the higher the ranking the more likely people will click-through to your site - it really is that simple.