Search engine optimisation (SEO)

Introduction
Increasingly customers are searching online to find products and services they require. It is more common for users to access websites via search engines rather than the web address. There are certain things you can do to help your website appear naturally on search engine result pages without paying for advertising. Search engine optimisation (SEO) helps shape website content to improve visibility.

Search engine visibility is the key to online success. Search queries bring interested users directly to a website or service. However, most people will not go beyond the first page of results. The higher you rank in a search engine’s index, the more visible you will be. This means more visitors, who can be turned into customers.

This guide will show you how search engines work and provide practical advice on how to improve your SEO. It also advises on unacceptable techniques that can damage page ranking.