What is Search Engine Optimization and how do I do it?

What is it?

If you want to encourage more people to visit your site, you need to be easily found in popular search engines – and you can achieve this with Search Engine Optimization (SEO).

SEO is a great way to drive free, organic, qualified traffic to your site; if your site is properly optimized, it will be shown to a large number of people who are already searching for something that is related to your product or service.

How does it work?

  1. User searches for keyword in search engine
  2. Search engine scans all pages on the internet, in relation to it’s algorithm
  3. Search engine provides most relevant results to user

When someone searches a keyword in a search engine, such as Google or Bing, the search engine scans the internet for the presence of that word. According to an ever-changing algorithm, the search engine then sorts and presents it’s results to the user.

In order to achieve a higher ranking with the search engines, it is imperative that you provide content on your website which satisfies certain elements checked by the search engines.

How can you do it?

To ensure that your website is showing up in user searches, it is important to create quality, keyword-rich content on your site, over a number of pages. There are a few key elements that all search engines take into account in their algorithms:

  • Words
  • Page titles
  • Links
  • Reputation.



The words you use on your website are a key aspect of search engine optimization; for this reason it is very important that you use accurate language in your content to adequately describe what product or service you provide.

The more often a search engine finds a particular term or keyword on your site – particularly if it is mentioned on a number of different pages on your site – the more likely you will show up in the search results, and be seen by more people, thus increasing your number of visitors.

You should therefore be sure to include ‘keyword-rich’ content on your site, so that the search engines have more reason to rank you higher in their search results.

Page titles

Whilst it does not affect the content, the design or the navigation of your site, your page titles are very important from an SEO perspective; the page titles are contained in the code of your site. Search engines pay a great deal of attention to this code, as the title often gives a good indication of the content contained within that page.

For this reason, you should be careful to choose descriptive pages titles for the pages on your website. You should also make sure that each and every page title is unique – this way, you have more chance of being found by the search engines.


Links to your website from other sites also play a vital role in SEO – these links are often referred to as backlinks.

If another website is linking back to your site, it is usually some form of recommendation; and this is an indication that the content and products or services you are providing are useful and valuable.

Some people try to buy a large amount of backlinks in order to increase their search engine ranking – however this is not recommended. Search engines can often tell the fake links from the real ones, and so place heavier weight in well-established, trusted sites. You should not waste your money buying such backlinks, but instead you should start reaching out to bloggers, reviewers and companies who sell complementary products and services to you, and ask them to link back to your website.


The reputation of your site is important for building your page rank. The only way to increase your reputation is to be consistent with the creation of fresh new engaging content that is valuable to your audience.

You should remember that the algorithms used by the various search engines are unique, and they are constantly changing – which means the only way you can boost your traffic through SEO is to keep providing information that is useful to your audience.

By creating new content rich with keywords, along with unique and descriptive titles, you are more likely to gain quality backlinks, and increase your reputation, and so the cycle continues and your SEO ranking increases.

In order to have good search engine optimization, you simply need to regularly add new content, which is supported by the elements search engines use to provide search results to users. When your site has a higher ranking, more people can find you, so you are likely to receive a lot more visitors to your site.