12 Frequently Asked Questions About SEO

Search Engine Optimisation (SEO) can be a game-changer for businesses looking to increase their online visibility and attract more traffic organically.

SEO, or Search Engine Optimisation, refers to the process of improving a website’s visibility on search engine results pages (SERPs) like Google. The goal of SEO is to rank higher for relevant search queries, which can lead to increased organic (non-paid) traffic to your website. SEO involves a range of tactics, including keyword research, content creation, on-page optimisation, and building backlinks.

There’s no one-size-fits-all answer to this question because SEO results depend on several factors, including the competitiveness of your industry, the current state of your website, and the keywords you’re targeting. On average, you might start to see improvements in rankings and traffic within 3-6 months. However, SEO is a long-term strategy, and the full benefits typically take time to materialize as your site builds authority and trust with search engines.

Keywords are the search terms or phrases that users type into search engines when looking for information. They are essential to SEO because they help search engines understand what your content is about. Using relevant keywords in your website’s content, meta tags, and other on-page elements helps your site rank for those search terms.

• On-page SEO refers to the optimisations you make on your website to improve its ranking. This includes keyword usage, meta tags, header tags, image alt text, URL structure, and internal linking.
• Off-page SEO involves activities that happen outside your website but still impact your rankings. The primary focus of off-page SEO is link building—earning backlinks from reputable websites that point to your site.

Both on-page and off-page SEO are essential to a successful SEO strategy.

Backlinks are links from other websites that point to your site. They are a key factor in how search engines determine your site’s authority. If reputable websites link to your content, search engines view your site as more trustworthy, which can improve your rankings. However, not all backlinks are created equal—links from high-quality, relevant websites are much more valuable than links from low-quality or unrelated sites.

Technical SEO refers to the behind-the-scenes optimisations that improve a website’s performance and make it easier for search engines to crawl and index. This includes tasks like improving site speed, ensuring mobile-friendliness, optimising website architecture, fixing broken links, and implementing secure (HTTPS) connections. Technical SEO helps ensure your site meets the requirements of search engines, allowing them to rank your site more effectively.

Yes! While paid ads like Google Ads and social media ads can drive traffic to your site, SEO provides long-term, sustainable visibility. Unlike ads, which stop driving traffic once you stop paying for them, SEO can continue to bring in organic traffic over time. Combining SEO with paid advertising creates a well-rounded digital marketing strategy that ensures both immediate and long-term growth.

Google uses hundreds of factors to determine where a website ranks in search results, but some of the most important include:

• Content Quality: Google prioritises high-quality, relevant, and informative content.
• Backlinks: The quantity and quality of backlinks pointing to your site.
• Mobile-Friendliness: Websites that are optimised for mobile devices rank better.
• Page Speed: Faster-loading sites offer a better user experience and rank higher.
• User Experience (UX): This includes easy navigation, clear structure, and a secure (HTTPS) connection.

Tracking your SEO efforts is essential for understanding what’s working and what needs improvement. Here are some tools and metrics you can use to monitor progress:

• Google Analytics: Helps track website traffic, user behaviour, and conversions.
• Google Search Console: Provides insights into how Google views your site, including search queries, crawl errors, and indexing issues.
• Keyword Rankings: Tools like SEMrush, Ahrefs, or Moz can help you track how well your site is ranking for target keywords.
• Backlink Profile: These same tools can also help you monitor your backlinks and spot any new or lost links.

SEO penalties occur when a search engine, typically Google, takes action against a website for violating its guidelines. This can result in a drop in rankings or even removal from the index altogether. Common causes of SEO penalties include:

• Black Hat SEO Tactics: Practices like keyword stuffing, hidden text, and cloaking.
• Buying Links: Paying for backlinks can result in penalties if the links come from low-quality sources.
• Duplicate Content: Repeated or plagiarised content can lead to a rankings drop.

To avoid penalties, always follow best practices (known as “white hat SEO”) and focus on providing value to your audience.

Local SEO is the practice of optimising your website to rank better for searches within your geographic area. It’s particularly important for businesses that rely on local customers, such as restaurants, retail stores, and service-based businesses. Optimising for local SEO involves claiming your Google My Business listing, using local keywords, and encouraging customer reviews. This helps you appear in local search results and Google Maps, increasing visibility for nearby customers.

Absolutely! SEO is crucial for new websites because it helps you build visibility from the ground up. By implementing strong SEO practices early, you can start gaining traction and moving up the search rankings over time. This includes ensuring your site is technically sound, creating high-quality content, and building a network of backlinks.