SEO (Search Engine Optimisation)
SEO is the practice of improving a website's visibility in organic (unpaid) search engine results through technical, on-page, and off-page optimisation.
Reviewed by Alexander Yarovenko · Updated: 2026-09-22
What is SEO?
SEO (Search Engine Optimisation) is the process of improving the quantity and quality of organic traffic to a website from search engines like Google and Bing. It encompasses three main pillars:
- Technical SEO — ensuring search engines can crawl, index, and render the site efficiently
- On-page SEO — optimising content and HTML elements (title tags, headings, meta descriptions) for relevance
- Off-page SEO — building authority through backlinks and brand signals
How Search Engines Work
- Crawling — search engine bots discover pages by following links
- Indexing — pages are processed and added to a searchable database
- Ranking — the algorithm orders pages by relevance and authority for each query
Why SEO Matters
Organic search typically drives 50–60% of all website traffic. Unlike paid ads, organic rankings continue generating traffic without per-click costs. A well-optimised site compounds authority over time, making each incremental effort more valuable.
Editorial decision
SEO improves discovery and understanding for search and users; it cannot guarantee indexing or positions.
Validation
Check technical access, useful content, search appearance, links and measured outcomes on representative live pages and record the result.