Search Engine Optimisation is a long term online marketing strategy used to improve a website’s search engine rankings for keywords identified as important. Improving rankings for these keywords in-turn increases targeted traffic to the website.
The process of optimising a website includes many factors, typically branched into two core areas: on-page optimisation and off-page optimisation. Broadly, on-page encompasses improving the content, architecture, coding, load speed and identifying any technical issues. While off-page deals with constantly increasing the online reputation of the site via content distribution and the quality of the site’s backlink profile.