The Basics Of SEO

SEO is a term that gets thrown around a lot in digital marketing, but it might not be always clear what it is and what it does.

What is SEO?

SEO stands for ‘search engine optimization, which is the practice of boosting both the quality and quantity of website traffic via organic search engine results.

In other words, it’s about getting attention online by having content that people find naturally appealing. SEO isn’t just about search engines, after all; it requires that you know what people search for, what answers they look for, what terms they tend to use, and what kind of content they want.

Search engines

Search engines look for answers, they crawl or analyse as much content on the internet they can and compare all of those to factors to see which content is most relevant to queries; they look at stuff and see how that answers people’s questions.

They do this by cataloguing any content that they run into, then ranking it based on how well they apply to queries.


Organic search results are queries made because of good SEO, not because people saw an ad of you or your brand.

Search engine results pages will feature snippets of sites with good SEO and relevance, like when people get a list of nearby pizza joints when they look for pizza joints in their area. Any content that’s just put up relating to commonly-asked questions, like ‘People Also Ask’ boxes are also very much organic.

Why is SEO important?

While paid ads and online platforms do help bring traffic to a site, the majority of traffic is from search engines.

Marketers prefer organic search results because they reach more people, and are seen as more credible, on top of the greater traffic; when people run into a king kong SEO review in a natural way instead of an ad, they’re more likely to pay attention. There’s also the simple fact that good SEO can pay dividends continuously, while a paid ad needs constant funding.