Search Engine Optimisation (also known as SEO) is the practice of increasing the amount of quality, relevant traffic to a website via organic searches on search engines. When someone performs a particular search, search engines (i.e. Google, Bing, YouTube) use algorithms to decide which are the best possible results to return for that search term. It is possible to optimise your website towards specific search terms, attracting the right users onto your site.
The results of a successful, ongoing SEO campaign can be lucrative – users land on your website for ‘free’, giving you an ongoing source of new customers and revenue that you aren’t paying for.
To succeed in SEO, your website needs to be technically sound, include high quality, unique content and needs to be ‘trusted’ by search engines, via other quality websites linking to yours.