Right, we’ve touched on exactly what SEO actually is. So, next question is: how does it work?

Well, if I were to go through every single little itty-bitty trick, you’d die or boredom during the next few lines. So, here is a condensed list:

  • Keywords and key-phrases: this is the foundation of SEO. Basically, these are the words that you, me and the milkman are typing into search engines. SEO professionals will all agree that this number is completely beyond their control, but research can help identify trends before they happen.
  • Search engine algorithms: these are the programs that assess the content on a website and determine which websites are more relevant in terms of the keywords they’re optimised for. Their actual ranking/relevance methods are generally kept secret and are updated quite often. Despite the actual content being secret, those in the SEO industry work to assess the effects of various changes to websites.
  • On-site or on-page: like the name says, this refers to the content appearing on the actual website or page being optimised. This can include “meta content”, the actual copywritten content, and technical features like pictures, videos, animations, and anything that you can “click” on.
  • Off-site content: basically any instance where your website (or webpage) is mentioned on another website. This can refer to a “directory” which will simply list websites, to press releases, adverts (free or those you’ve paid for), and sometimes social media.