What is SEO and why you need to use it.

If you are new to digital marketing, you are surely wondering what is SEO and how does it work? You may have heard this term in discussions about website traffic, Google ranking, and content-driven optimisation.

Learning about all these terms may be daunting, even for those who have a surface understanding of online marketing. The excellent news is that you don’t have to go on this journey alone. We’ve made this short, but comprehensive guide to SEO to help you understand how to use search engine optimisation for your business.

What is SEO?

Search Engine Optimisation (SEO) is a collection of methods that you use to increase organic, unpaid traffic to your website.

One of the metrics that define your website’s success is the number of visits that you get from the search engine results page. Excellent search engine optimisation helps you rank higher in the search results when users insert queries that are relevant to your brand, products, services or activity.

The higher you rank the more visits you receive. A substantial number of visits results in more traffic, which, in turn, gives you the option to better monetize your website through more expensive ads, increased brand awareness as well as more traffic and thus sales.


seo marketing
Designer at work in office. Man drawing in note pad


How SEO works

SEO implies a series of changes to your website, its display, its layout, and the content that you publish on it.

Search engines like Google scan every aspect of your website to determine how relevant it is to the niche that you represent. They also determine if your site is easy to navigate and if it provides high-quality information and honest answers to potential questions from users.

What influences SEO?

The most popular search engine out there is by far Google. The IT giant is the barometer to which all websites refer to when it comes to search engine optimisation.

While the Google SEO algorithm is secret, its search engine results page (SERP) ranking system is not. We know that the factors that influence it are:

  • Content
  • On-page SEO factors
  • Off-page SEO factors
  • SEO approach – particularly if you’re honest with your content and SEO methods.

If your website has a low SERP ranking, it means that your SEO strategy is not of the best quality. You may want to review and redesign one or all of the factors above to turn around your ranking results.

How the content influences SEO

You may have heard the phrase “Content is King.” These words form the foundation of SEO and digital marketing. They simply say that if you want to have a popular and successful website, you need to have top-quality content.

To ensure that you obtain a high SERP ranking, you must publish high-quality, relevant content in the form of articles, social media posts, e-books, video, and audio files. Additionally, you should ensure that these pieces of content are properly worded to match user queries. In this regard, you have to make good use of popular keywords and trending phrases in your niche.

What are the on-page SEO factors?

Besides content, you should improve the quality of your other on-page SEO factors. These elements are those that you can see on your website, and which are easy to manage in your HTML editor, such as:

  • Title tags
  • Meta Descriptions
  • Headings and subheadings
  • Internal links
  • Image names and alt tags

What are the off-page SEO factors?

The elements that are out of your control, but which still influence your SEO ranking are also known as off-page factors, and they include:

  • The legitimacy that users give to your site through reviews and regular visits
  • The backlinks that other sites use to redirect users to your website
  • The trust that users build on your website by sharing your content on social media


  • Search engine optimisation is a process that takes time and involves regular changes to your It is not an overnight modification with instant results. You should look at it as a continuous series of actions from tweaks to restructures to ensure your site’s user-friendly features, its content, and its relevance to ensure its long-term success.