Firstly, SEO is short for Search Engine Optimisation.

This is the process of optimising your website to get organic or un-paid traffic from the search engine results page. To put it another way, it’s small changes in the way your website is set up to get it higher up on the list of search results and therefore more likely for searchers to click through and visit your website!

SEO involves making certain changes to your website design, content or development that will make your site rank higher. To do this, search engines, like Google, Yahoo or Bing, will scan, or crawl, different websites to better understand what the site is about.

Having this catalogue of information on hand helps search engines deliver relevant results to people who are searching for certain topics or keywords. Search engines will also crawl websites to determine how easy it is to navigate and read, rewarding user-friendly sites with higher rankings on the results page.

Read more from our SEO thought leaders on how SEO is shaping how business gain leads: