Types

Search engine optimisation (SEO)

Helping people find you in search results by being genuinely useful and technically sound.

What it is

Making your website easy for search engines to understand and genuinely useful to the people searching. Google's own advice is to create helpful, reliable, people-first content (Google).

Suits

Businesses whose customers search for what they sell, and anyone willing to be patient – results usually take months, not days.

Getting started

• Make each page about one clear topic, with a descriptive title.
• Answer the questions customers actually ask.
• Make the site fast and work well on phones.
• For local businesses, set up a Google Business Profile.

Watch out

Nobody can guarantee rankings. AI summaries in search are also changing how many people click through – see how AI is changing marketing.