Search engine optimisation – this is a multi-step process to improve a site’s visibility in organic (non-paid) search results.
If your website is not optimised for SEO and not positioned for specific phrases (keywords), few users come to it because it is not in the top searches of Google.
SEO can be divided into on-site activities, i.e. those performed strictly on the site, and off-site activities, i.e. those outside the site.
On-site activities usually begin with a detailed SEO audit. This is an in-depth analysis of the site, which is performed to find and fix any technical errors on the site, as well as prepare it for optimisation for specific keywords and develop a comprehensive strategy to position your site.
After conducting an audit and developing an SEO strategy, experts work on optimising the site by creation and publication of thoughtful content on the homepage, subpages and blog (content marketing activities) and linkbuilding (off-site activities).
Linkbuilding, an off-site SEO activity, means acquiring links from sites other than your own domain. Sources of such links are other sites and blogs, online forums, directories, comments and social networks. This contributes to promoting your site in the search engine. For this to work, however, it is important that the links come from valuable sources so that Google’s algorithms read your site as worth citing and displaying to users.
SEO activities can be combined with various forms of online pursuits – both activity on social profiles such as Facebook, LinkedIn, Twitter or Instagram, as well as on Youtube. You can also use Google Ads, SEM or Facebook Ads. SEO also has a lot in common with UX design a.k.a. user experience – the entirety of the experience a user has when browsing a website. The two fields are complementary.