what is
search engine optimisation?

Search Engine Optimisation (SEO) is the process of aligning your website and its content with the best practice guidelines of search engines, while also keeping up to date with content which may be trending in your industry. The goal of this is to increase the amount of organic (non-paid) traffic reaching your website by displaying to search engines that your website has the most appropriate answer for the query someone is searching for.

Search engines are essentially offering a service to users, by allowing you to search their records to find an answer to your question. Therefore, it’s in the best interest of search engines to ensure that they are able to provide the best answer possible for any given search query. By making your website as fast, safe, and helpful as possible, it increases the likelihood that search engines are going to favour your website, and therefore show your website in Search Engine Results Pages (SERPs) more often. Through this, your website gains more organic traffic.