Strategy
SEO (Search Engine Optimisation)
Also known as: SEO, Search Engine Optimisation, Search Engine Optimization, organic search optimisation & organic search optimization
Plain English
Making your website easier to find on Google.
Definition
SEO is the glossaryProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term of improving a website’s visibility in glossarySearchSearch is the functionality that allows users to find content or information by entering queries. It relies on indexing, metadata, and relevance algorithms to return useful results.Open glossary term engines like Google through content, structure, and technical glossaryOptimisationOptimisation is the process of improving a product or journey to increase performance, usability, or conversion.Open glossary term.
In practice
Used to increase organic glossaryTrafficTraffic refers to the number of users visiting a website, app, or digital product over a given period.Open glossary term by aligning content with glossarySearch IntentSearch intent is the underlying goal or purpose behind a user’s query, such as finding information, making a purchase, or navigating to a specific site.Open glossary term, improving site glossaryPerformancePerformance refers to how quickly and efficiently a system responds to user actions and processes tasks.Open glossary term, and ensuring pages are indexable and relevant.
In context
It stops being a marketing add-on the moment it starts shaping serviceInformation ArchitectureImprove navigation, content structure, and findability so users can understand where things are and how to move through them.Open service and glossaryContent StructureContent structure is how information is organised and arranged within a product or system. It defines how content is grouped, ordered, and connected to make it easier for users to understand and navigate.Open glossary term, which is where most of the durable gains are.
The reality
Most SEO fails because content is written for keywords, not users, and technical issues are often overlooked.
Compared with
SEO vs GEO
SEO earns a position in a list of links someone chooses from. glossaryGEO (Generative Engine Optimisation)GEO is the process of optimising content to be surfaced, cited, or used by AI systems such as large language models and generative search experiences.Open glossary term earns inclusion in a generated answer, often with no click at all. They share foundations (clear structure, real expertise) and diverge on what success looks like.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is SEO?
SEO is improving a website so it appears higher in glossarySearchSearch is the functionality that allows users to find content or information by entering queries. It relies on indexing, metadata, and relevance algorithms to return useful results.Open glossary term engine results.
Why is SEO important?
It drives organic glossaryTrafficTraffic refers to the number of users visiting a website, app, or digital product over a given period.Open glossary term without paid advertising.
What affects SEO?
Content quality, site structure, glossaryPerformancePerformance refers to how quickly and efficiently a system responds to user actions and processes tasks.Open glossary term, and backlinks.
How long does SEO take?
SEO typically takes months to show meaningful results.
Related Services
Related Guides
Related Terms
Information Architecture
Content DesignFindabilityConversion RateGEO (Generative Engine Optimisation)
