Glossary

SEO

Definition: Search Engine Optimisation is the practice of improving a website's visibility in organic search engine results to attract more relevant traffic.

SEO (Search Engine Optimisation) is the process of improving the quality and quantity of organic (unpaid) traffic to a website from search engines such as Google, Bing and others. SEO involves making your content, code and authority signals as strong as possible so search engines rank your pages above competitors.

The Three Pillars of SEO

  • Technical SEO — Making your site crawlable, fast and secure. HTTPS, sitemap, robots.txt, Core Web Vitals, mobile-friendliness.
  • On-Page SEO — Optimising individual pages for target keywords. Title tags, meta descriptions, headings, content quality, internal linking.
  • Off-Page SEO — Building the site's authority. Backlinks from reputable sites, brand mentions, social signals.

How Search Engines Rank Pages

  1. Crawling — Bots discover pages by following links.
  2. Indexing — Pages are stored and analysed in the search index.
  3. Ranking — An algorithm scores each indexed page for a given query and orders results.

Key SEO Signals

  • Content relevance and depth.
  • Page speed and Core Web Vitals.
  • Mobile usability.
  • Number and quality of backlinks.
  • User engagement (CTR, dwell time).
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