This is probably the question many of you would be wondering. You’ve probably heard of the term, but what does it mean? Why is it important in a marketing campaign? Ok, I’ll try to explain this as simple as possible.

SEO, or Search Engine Optimisation, is the process of improving the visibility of a website on search engines such as Google, Bing and Yahoo. Because the higher your website is ranked on the search engine result pages (SERPs) for a certain keyword phrase, then the more likely that potential site visitors will click on it.

SEO can be broken down into 2 basic areas: on-Page, and off-Page optimisation. On-page optimisation is what you do on your site in order to make sure that search engines know what keywords are relevant to the site. Specific on-page elements include URLs, Title tag, Meta description, Image Alt text, Heading tags, Body content, and Internal linking.

Off-page optimisation is what you do to help your search engine rankings, but the activities will occur off your site. Off-page SEO is essentially about increasing a site’s popularity, and this is defined by the number and quality of links pointing to the site. So each time you get a link to your site (through link building), it is like getting a vote. And the more votes you get, then the higher your website will appear in the listings.