How does SEO work?

Focused on creating the type of content that:

1. builds your credibility / expertise and is relevant to your business’s audience (information they would find useful and valuable, even if it isn’t necessarily directly connected to your products / services)
2. enough of your business’s audiences are searching for (i.e., there is enough “search interest” or “search volume” for that topic), AND
3. is crafted to be the most helpful resource for your audience for a specific search query (rather than something that is identical or similar to other resources that are already available)

Ensuring that your website is configured in such a way as to allow search engine “spiders” / “bots” (these are automatic software robots that search engines use to inspect websites) to properly “crawl” your site (i.e., discover content on your site) and “index” that content (i.e., store information about your site on their database) is also an important part of on-page SEO, although it is sometimes classified as technical SEO.

Aimed at improving your website’s rankings in “SERPs” (i.e., Search Engine Results Pages), through a variety of measures, including:

• link building
• unlinked mentions
• guest blogging
• social media marketing
• influencer marketing

Covers measures related to your website and server’s code and technical configuration that influence SERP rankings, such as:

• SSL implementation
• Responsive pages
• Page speed
• Optimised images
• Caching
• FCP and LCP
• CDN