What is SEO, and what does it involve?
Search engine optimisation (SEO) is the practice of making your website the best available answer to your customers’ questions and ensuring nothing technical prevents it from being found. It covers three areas: technical SEO, which determines whether search engines can crawl, render and index your pages; content, which determines whether a page deserves to rank; and authority, the signal that credible sources reference your site.
Many of the decisions that affect search performance are made during development, including URL structure, server-side rendering, internal linking and whether key information is present in the HTML. Addressing these during the build is far more cost-effective than retrofitting them.
Modern search engines aim to reflect the judgement of a knowledgeable reader, so the most reliable long-term approach is to create content that serves readers well.
In practice, SEO involves resolving crawl and indexing issues, removing duplicate pages, improving page speed, writing complete and well-structured content, adding structured data and earning references from trusted sources. Results come from doing all of this consistently over time.
Related service
SEO & Technical OptimizationTechnical audits, Core Web Vitals and structured data that improve measurable search performance.
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