Search Engine Optimisation (SEO) is the umbrella term for all the methods you can use to ensure the visibility of your website and its content on search engine results pages (SERPs).

At its core, SEO is about increasing your website’s visibility in the organic search results of major search engines. To get that visibility, you must understand three components:

• What types of content people want or need.
• How search engines work.
• How to properly promote and optimize your website.

While search engines and technology are always evolving, there are some underlying foundational elements that have remained unchanged from the earliest days of SEO.

• The basics of search engine optimization. What is SEO now, why it’s important, how people search and what they search for, how long it takes to see results, and some big challenges you’ll face in your career.
• Key ranking factors. Why links, keywords, and high-quality content are all incredibly important for SEO success. Also, we dispel some of the biggest SEO myths.
• How to continue your SEO education. Discover the top online search publications you should read, digital marketing conferences you can attend, and industry experts you should follow.
• The history of SEO. From the dawn of websites and search engines in the 1990s up to today, we recap the biggest milestones to help you understand where search has been, where it is today, and where SEO is heading in the future.

Building a strong site architecture and providing clear navigation will help search engines index your site quickly and easily. This will also, more importantly, provide visitors with a good experience of using your site and encourage repeat visits. It’s worth considering that Google is also increasingly paying attention to user experience, including mobile optimisation and site speed.