What search engine optimisation actually is
Search engine optimisation comes down to three things: content that answers what people search for, a site that works technically, and others linking to you. Here is what matters and what you can ignore.
Short answer
Search engine optimisation, often shortened to SEO, is the work of getting a website to show up when someone searches for what you offer. It has three parts, and none of them is a secret.
1. Content that answers a question
A search engine tries to show the page that best answers what someone typed. If you have a page that clearly explains what you do, for whom and what it costs, you have already done the most important part.
Think about what your customers actually ask when they call. Each of those questions is a possible page or paragraph. Write the answer first and the explanation after.
2. A site that works technically
The search engine has to be able to read the site, and the visitor has to want to stay. That means:
- pages load quickly, on phones too
- every page has its own title and its own description
- old addresses lead on to new ones instead of to an error page
- the site can be used on a small screen
This is craft. It is rarely visible, but when it is missing nothing else helps.
3. Others linking to you
When other websites link to you, the search engine reads it as a sign that you are worth showing. Links from customers, suppliers, trade bodies and local media count most, because they are hard to fake.
What you can ignore
| Ignore | Why | Do this instead |
|---|---|---|
| Promises of first place | Nobody can guarantee a position | Ask what will concretely be done |
| Repeating the same word | It makes the text worse without helping | Write so a customer understands |
| Quick results | Changes often show only after months | Start now and measure over time |
Where to start
Start with the pages you already have. Do they say clearly what you do? Do they load fast? Can they be reached from the home page? That is often worth more than writing ten new ones.
Basic search engine optimisation is included when we build a website, and ongoing work is part of operation and maintenance.