Search Engine Optimisation

Search engine optimisation (SEO) is the work of shaping your website and its content so it appears higher in the free results on search engines like Google when people look for what you offer. It covers using the words customers actually search for, earning links and making pages fast and clear.

It is like arranging your shop and its window so passers-by looking for your kind of product notice you first. Search engine optimisation matters because most people never look past the top few results, so ranking well brings a steady stream of visitors who were already searching, without paying for each click.