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What is Search Engine Optimisation and why do I need to know about it?

What is Search Engine Optimisation and why do I need to know about it?

Search Engine Optimisation or ‘SEO’ is one of the most important strategies to undertake when building or updating a website. It really is one of the foundation building blocks needed to optimise the number of visits you can get to your website.

Wikipedia defines SEO as “the process of affecting the visibility of a website or a web page in a search engine’s “natural” or unpaid (“organic”) search results’.

What this means is that a website which is optimised for SEO will come up higher and more frequently in search engine results, thus ensuring more visitors to your site.

SEO, when set up correctly, will ensure you can be just as visible as your competitors (if not more), purely based on the content of your site. If the content of your site matches a person’s search terms, then SEO will ensure you pop up as a result!

(NOTE: SEO usually works in tandem with Search Engine Marketing (or SEM), which in contrast uses digital marketing strategies to again push visitors to your site. More on how SEM works next post!)

So how do you ensure your website is optimised for SEO? Well, to put it very simply you need to do three things:

  1. Find out what people who are interested in your business search for, these are called ‘common search terms’
  2. Write awesome content that uses these search terms
  3. Build links to your website from other sites

Remember to repeat the above as often as possible – SEO is a constantly movable feast, and search engines regularly change the goalposts. To stay ahead of the competition you need to constantly update and re-energize your website.

Be sure to utilise other digital channels such as social media and online forums and link them back to your site – the more traffic you can generate, the better your site’s SEO will perform.

Getting your SEO right can take a lot of hard work, but as with all things in business – when you get the basics right you’ll see your efforts pay dividends.

At Scope Media we can sweat the small stuff so you can focus on the job at hand. If you would like to know more about SEO and how you can get your content sorted, drop us a line – we’re here to help.


Celia Crosbie
Written by Celia Crosbie
Celia is an award-winning former journalist who has worked for newspapers and radio stations in New Zealand and magazines in the United Kingdom. She has worked in public relations in both NZ and London. Celia also specialises in digital media strategy and website copywriting for SEO.