Search engine optimisation (SEO)

Welcome to our session on search engine optimization or SEO. SEO is a crucial element of digital marketing that focuses on improving a website's visibility in the organic or unpaid listings on search engines such as Google or Bing. Users typically start with a search engine when looking for answers, products or services, making it vital for businesses to appear as high as possible in these results. Ranking well in search results can lead to increased website traffic, greater credibility for your brand, and even a competitive advantage in your industry. Importantly, SEO is an ongoing practice, not just a one off task, because search engine algorithms and user behavior are always evolving. To understand SEO, it's essential to recognize how search engines function. When someone enters a query, search engines use complex algorithms to find and rank thousands of potential pages based on relevancy and quality. The higher your site ranks, the more likely users will click through. Some studies suggest around 75% of users never scroll past the first page. Search engines consider hundreds of factors when ranking pages, but three of the most important are links from other sites, the relevance and quality of your content and the underlying structure of your web pages. Each of these influences how visible a website is to potential customers searching for related topics. CO consists of three interconnected areas, technical, on page and off page.