SEO stands for Search Engine Optimisation and is a process used to improve the visibility and ranking of a website or a web page in search engine results pages (SERPs).

In simpler terms, it’s a way of making sure that your website appears at the top of search engine results when people search for keywords related to your business or industry.

Imagine that you own a bakery and someone is searching for the “best bakery in town”. If your website appears at the top of the search results, the person searching is more likely to visit your bakery. On the other hand, if your website appears at the bottom of the search results, the person searching is less likely to visit your bakery.

The goal of SEO is to increase the organic (non-paid) traffic to your website by improving the visibility of your website in search engine results. This is achieved by optimising your website for search engines, such as Google, Bing, and Yahoo, by using various techniques, including:

1. Keyword research: Finding the right keywords that people use to search for your products or services and using them throughout your website.
2. On-page optimisation: Make sure that your website is structured in a way that is easy for search engines to understand, such as using descriptive headings, meta descriptions, and alt tags.
3. Content creation: Creating high-quality, original content that is relevant to your target audience and includes the keywords you’ve researched.
4. Link building: Acquiring links from other websites that point to your website, as search engines view these links as a sign of authority and credibility.
5. Mobile optimisation: Make sure that your website is optimised for mobile devices, as more and more people are using their smartphones to access the internet.

It’s important to note that SEO is not a one-time process, but an ongoing effort to maintain and improve your website’s ranking.

Search engines are constantly changing their algorithms, and your competition is constantly trying to outrank you, so it’s important to stay up-to-date with the latest best practices.

SEO is a critical component of digital marketing that helps businesses improve their visibility and ranking in search engine results pages.

By using various optimisation techniques, businesses can increase their organic traffic and reach more potential customers.