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What Is SEO? The Basics Of Search Engine Optimisation

by Adie Marais

Welcome to our comprehensive guide on SEO.

SEO, or Search Engine Optimisation, is the process of optimising your website to rank higher on search engines like Google.

This article will explain SEO in detail, covering its importance, the different types of SEO, how it works, and effective strategies to boost your website’s visibility.

We’ll also explore how Google Search operates, the metrics you should measure, and answer common SEO questions.

By the end, you’ll have a clear understanding of SEO and how to implement it effectively for your website.

What Is Search Engine Optimisation?

Search Engine Optimisation (SEO) is the practice of optimising your website to rank higher on search engine results pages (SERPs). It involves various techniques and strategies to increase the quantity and quality of traffic to your site through organic search results.

At its core, SEO is about understanding what people are searching for online, the answers they seek, the words they’re using, and the type of content they wish to consume. By optimising your website to deliver this information, you can attract more visitors and convert them into customers.

SEO encompasses several key elements.

Keyword research involves identifying the terms your target audience uses when searching online. These keywords are then strategically used throughout your SEO content to ensure relevance and improve visibility.

On-page SEO focuses on optimising individual pages on your site. This includes using proper headings and meta descriptions and uploading high-quality content that provides value to users.

Technical SEO involves improving the backend structure of your website to make it more accessible to search engines. This includes site speed, mobile-friendliness, and secure connections (HTTPS).

Off-page SEO refers to actions taken outside your website, primarily through building high-quality backlinks from other reputable sites, which signal to search engines that your site is a credible source of information.

what is SEO

Implementing effective SEO practices helps search engines understand your content better, index your site appropriately, and rank it higher for relevant queries.

This drives organic traffic, builds brand authority, and ultimately, leads to higher conversions.

Why Is SEO Important?

SEO is crucial because it enhances your website’s visibility, leading to increased traffic and more opportunities to convert prospects into customers.

A well-executed SEO strategy ensures that your site appears at the top of search engine results pages (SERPs), making it easier for users to find you when searching for relevant information.

SEO also plays a significant role in building brand awareness. When your site consistently appears at the top of search results, it reinforces your brand’s presence and authority in your industry.

This increased visibility can help establish trust with your audience, positioning your business as a reliable and knowledgeable resource.

Additionally, SEO helps build relationships with prospects.

By providing valuable content that addresses users’ needs and queries, you can engage with potential customers and nurture them through the sales funnel.

This engagement fosters loyalty and encourages repeat visits, ultimately driving conversions and revenue growth.


SEO and Pay-Per-Click (PPC) advertising are two fundamental components of a comprehensive digital marketing strategy.

SEO focuses on earning traffic through organic search results, leveraging techniques like keyword optimisation, content creation, and link building.

This organic approach typically provides a better return on investment (ROI) over the long term, as it builds sustainable, high-quality traffic without ongoing advertising costs.

On the other hand, PPC involves paying for each click on your ads.

This method can deliver immediate traffic and is particularly useful for targeting specific audiences or promoting time-sensitive offers.


However, PPC requires continuous investment, and once the ad spend stops, so does the traffic.

While both SEO and PPC have their merits, integrating them into a cohesive strategy allows you to maximise your online visibility and drive more traffic to your site.

By balancing long-term SEO efforts with short-term PPC campaigns, you can achieve a robust digital presence and ensure sustained growth.

At Contentellect, we understand the importance of both SEO and PPC. Our expertise in creating high-quality content and building powerful links helps businesses enhance their online visibility and achieve their marketing goals.

How Does SEO Work?

SEO is a multi-faceted process that involves several steps to ensure your website ranks higher in search engine results. Here’s a breakdown of the inner workings:

1. Understanding How Search Engines Work

Search engines like Google use bots to crawl web pages, collecting information and indexing it. These bots follow links from page to page, gathering data about the content, structure, and links on each page.

When someone searches for something, search engines use complex algorithms to analyse this data and rank the most relevant pages.

These algorithms consider various factors such as keyword relevance, site authority, and user experience.

2. Researching

Keyword research is the foundation of effective SEO. It involves finding and analysing the search terms people use to find information related to your business.

Tools like Google Keyword Planner, Ahrefs, and SEMrush help identify high-traffic, low-competition keywords that can drive targeted traffic to your site.

This research informs your content strategy, ensuring that you create content that meets your audience’s needs and matches their search intent.

how does SEO work

3. Planning

Once you have your keywords, the next step is planning. This involves developing a strategy for how to use these keywords in your content.

At Contentellect, we create detailed content briefs that outline target keywords, content structure, and on-page SEO elements.

Planning also includes deciding on the types of content to create, such as blog posts, infographics, or videos, and how to integrate them into your overall marketing strategy.

4. Creating And Implementing

Creating and implementing SEO strategies involves producing high-quality, optimised content. This step includes writing articles, blog posts, and other content that naturally incorporates your target keywords.

On-page SEO techniques are crucial here, such as optimising meta descriptions, adding alt text to images, and using headers effectively. Additionally, internal linking helps improve site navigation and distributes page authority throughout your site.

5. Monitoring And Maintaining

After publishing your content, it’s essential to monitor its performance. Tools like Google Analytics and Search Console provide insights into how your content is performing, including traffic, bounce rates, and user engagement.

Regular monitoring allows you to identify areas for improvement, such as updating outdated content, fixing broken links, and improving page load times to enhance the user experience.

6. Analysing, Assessing, And Reporting On Performance

Regular analysis and reporting are vital to understanding the effectiveness of your SEO efforts.

By assessing metrics like organic traffic, keyword rankings, and conversion rates, you can determine what’s working and what needs adjustment. We use this data to refine our SEO strategies continuously, ensuring that our clients achieve sustainable growth and improved search engine rankings.


How Does Google Search Work?

Google Search works by using complex algorithms to analyse what a user is searching for and then providing the most relevant results.

These algorithms consider numerous factors, including keywords, website quality, and user experience, to determine the best matches for a search query.

Google’s search algorithms begin by crawling and indexing web pages. Google’s bots, also known as spiders, crawl the internet, visiting pages and collecting data about their content and structure.

This data is then stored in Google’s index, a vast database of web pages. When a user enters a search query, Google’s algorithms analyse the indexed pages to find the most relevant results.

Several key factors influence this process:

Relevance Of Keywords

Google looks at the keywords in the user’s query and matches them to the keywords on web pages. The closer the match, the higher the page is likely to rank.

However, keyword relevance is just one aspect; Google also considers how those keywords are used in the context of the content.

Website Quality

Google assesses the overall quality of a website, considering factors such as content originality, authoritativeness, and trustworthiness.

Websites that regularly publish high-quality, well-researched content and have a strong backlink profile are more likely to rank higher.

User Experience

User experience (UX) is another critical factor.

Google’s algorithms evaluate how user-friendly a website is, considering aspects such as page load speed, mobile-friendliness, and site navigation.

A positive user experience can significantly boost a website’s ranking.

how google finds content

Freshness Of Content

Google also takes into account the freshness of content. Recent, up-to-date information is often prioritised over older content, especially for queries related to current events or trending topics.

Regularly updating your content can help maintain its relevance and improve rankings.

Link Authority

The quality and quantity of backlinks to a page are also crucial. Backlinks from reputable sites act as endorsements, signalling to Google that the content is valuable and trustworthy.

This is why, at Contentellect, we focus on building powerful links from high-authority websites.

In summary, Google’s search algorithms are designed to deliver the most relevant and high-quality results to users.

By understanding and leveraging these factors, businesses can optimise their websites to improve their search rankings and attract more organic traffic.

How You Can Help Google Find Your Content

Here’s how you can optimise your site to help Google find your content effectively:

Organise Your Site

Organising your site can help Google understand what your site is about and how pages relate to each other.

A logical site structure with a clear hierarchy makes it easier for search engines to crawl and index your content.

Use Descriptive URLs

Descriptive URLs help both search engines and users understand what a page is about before clicking on it.

A well-crafted URL should be short, descriptive, and include relevant keywords.


Group Topically Similar Pages In Directories

Grouping similar pages together helps create a clear structure that search engines can follow. This logical grouping can enhance the discoverability of related content and improve your site’s overall SEO.

Reduce Duplicate Content

Duplicate content can confuse search engines and harm your rankings. Ensure each page on your site has unique content to avoid dilution of page authority and potential penalties from search engines.

Make Your Site Interesting And Useful

Creating valuable and engaging content is key to retaining visitors and improving SEO.

Understanding and meeting your audience’s needs can significantly enhance your site’s relevance and authority.

Expect Your Readers’ Search Terms

Creating content that answers common questions and uses terms your audience is searching for can help improve your rankings.

Use keyword research tools to identify and incorporate these terms naturally into your content.

Avoid Distracting Advertisements

Too many ads can disrupt the user experience and negatively impact your SEO.

Keep ads to a minimum and ensure they don’t interfere with your content to maintain a positive user experience.

Link To Relevant Resources

Linking to high-quality, relevant resources with relevant anchor text can improve your site’s credibility and SEO.

External links to authoritative sites signal to Google that your content is well-researched and trustworthy.

Influence How Your Site Looks In Google Searches

Optimising how your site appears in search results can enhance click-through rates and user engagement.

Control Your Snippets

Meta descriptions and title tags can influence how your site appears in search results.

Craft these elements carefully to improve click-through rates by making them informative and compelling.


Add High-Quality Images Near Relevant Text

Images can make your content more engaging and are indexed by search engines.

Ensure they are high-quality and relevant to your content, enhancing the visual appeal and contextual relevance of your pages.

Add Descriptive Alt Text To The Image

Alt text helps search engines understand what an image is about and can improve your site’s accessibility and SEO.

Include keywords where relevant, but keep the descriptions natural and concise.

Add Images To Your Site And Optimise Them

Optimising images for size and format can improve page load times and the user experience.

Compress images and use appropriate formats to ensure fast loading without compromising quality.

How Does Google Order And Rank Search Results?

Google uses over 200 factors to rank websites. These include the relevance of your content, the quality and quantity of backlinks, user experience metrics like page load time, and mobile-friendliness.

Understanding and optimising these factors can help improve your search engine rankings and drive more organic traffic to your site.

How Long Does It Take To See An Impact In Search Results?

SEO is a long-term strategy. It can take anywhere from a few months to over a year to see significant results.

The timeline can vary depending on several factors, including competition, the current state of your website, and how well you implement your SEO strategy.

The initial phase involves optimising your website’s technical aspects, creating high-quality content, and establishing SEO backlink services.

These efforts may start showing minor improvements in a few months, such as better keyword rankings and increased organic traffic. However, achieving top rankings and significant traffic boosts often requires consistent effort and time.

timeline for seo results

Factors Influencing SEO Timeline


In highly competitive niches, it may take longer to see results because many sites are vying for the same keywords.

More established competitors with robust SEO strategies can be challenging to outrank quickly. Patience and persistence are key.

Current State Of Your Website

The starting point of your SEO journey greatly impacts how quickly you see results.

A well-structured website with a solid foundation may see improvements faster than a site with significant technical issues or poor content quality.

Quality Of SEO Implementation

The thoroughness and quality of your SEO efforts play a crucial role.

Effective keyword research, high-quality content creation, and a robust link-building strategy can accelerate your progress. Conversely, inconsistent or low-quality efforts can delay results.

Search Engine Algorithms

Search engine algorithms are constantly evolving.

Staying updated with these changes and adapting your strategy accordingly can help maintain and improve your rankings. Otherwise, ignoring algorithm updates can lead to stagnant or declining performance.

Typical Timeline For SEO Results

  • First 1-3 Months: Initial phase of fixing technical issues, optimising on-page elements, and starting content creation. You may see small improvements in keyword rankings and traffic.
  • 3-6 Months: Consistent content creation and link-building efforts start to show more noticeable results. Organic traffic may begin to increase significantly.
  • 6-12 Months: Continued efforts lead to more substantial improvements in rankings and traffic. By this stage, you should see a clearer return on investment.
  • 12+ Months: Long-term SEO efforts solidify your site’s position in search results, providing sustained traffic and growth.

Objectives for SEO metrics

What Is An SEO Strategy?

An SEO strategy is a comprehensive plan designed to improve your site’s rankings and attract organic traffic. It involves setting objectives, researching keywords, creating content, and building backlinks.

A well-defined SEO strategy ensures all efforts are aligned and focused on achieving specific goals, leading to better visibility, increased traffic, and higher conversions.

How To Set Objectives For Your SEO Strategy

Setting clear, measurable objectives is crucial for the success of your SEO strategy.

These objectives should align with your overall business goals and be specific (such as increasing organic traffic by a certain percentage or achieving a specific ranking for target keywords).

Align Objectives With Business Goals

Your SEO objectives should support your broader business goals. For example, if your goal is to increase sales, your SEO strategy might focus on targeting high-intent keywords that potential buyers are searching for.

At Contentellect, we ensure our clients’ SEO objectives are strategically aligned with their business goals to drive meaningful results.

Make Objectives Specific And Measurable

Clear, specific objectives make it easier to track progress and measure success. Instead of a vague goal like “increase traffic,” aim for something measurable, such as “increase organic traffic by 20% in six months.”

This specificity allows you to evaluate your efforts accurately and adjust your strategy as needed.

Set Realistic And Achievable Goals

While it’s important to be ambitious, setting realistic goals is crucial for maintaining motivation and achieving success. Consider your current position, competition, and resources when setting objectives.

For instance, targeting a modest increase in traffic for a new site might be more achievable than aiming for a top spot in highly competitive search results.

SEO metrics

Establish A Timeline

Setting a timeline for achieving your objectives helps create a sense of urgency and allows for better planning. Break down your goals into smaller milestones with deadlines to keep your team on track and maintain momentum.

Monitor And Adjust

Regularly monitoring your progress is essential for staying on course. Use tools like Google Analytics and Search Console to track key metrics and evaluate the effectiveness of your strategy. If you’re not seeing the desired results, be prepared to adjust your approach.

An effective SEO strategy is dynamic and requires ongoing effort and adaptation. By setting clear, measurable objectives and regularly evaluating your progress, you can build a robust SEO foundation that drives long-term success.

What Metrics Should You Measure For SEO?

Key SEO metrics to track include organic traffic, keyword rankings, backlink profile, bounce rate, and conversion rate.

Organic traffic: Measures the number of visitors coming from search engines.

Keyword rankings: Indicate where your pages stand in search results for target keywords.

A strong backlink profile: Reflects the quality and quantity of external sites linking to your content, boosting your authority.

Bounce rate: Shows the percentage of visitors who leave your site after viewing only one page, indicating engagement levels.

Conversion rate: Measures the effectiveness of your site in turning visitors into customers.

Tools like Google Analytics and Search Console provide valuable insights into these metrics, helping you refine your SEO strategy for better results.



What is the difference between SEO, SEM, and PPC?

SEO (Search Engine Optimisation) focuses on improving organic search results. SEM (Search Engine Marketing) includes SEO but also encompasses PPC (Pay-Per-Click) advertising, where you pay for each click on your ads.

How much time does SEO take?

SEO is a long-term investment, and it can take several months to see significant results. Factors such as industry competition, the quality of your SEO efforts, and the current state of your website can influence the timeline.

How much does SEO cost?

The cost of SEO can vary widely depending on the scope of the project and the services needed. Investing in professional SEO services from Contentellect can provide a high return on investment over time. Check out our services here!

What are the SEO ranking factors?

Key SEO ranking factors include content quality, keyword usage, site speed, mobile-friendliness, backlinks, and user experience (Google considers over 200 factors when ranking websites).

What are the types of SEO?

The main types of SEO are technical SEO, on-page SEO, off-page SEO, and local SEO. Each type focuses on different aspects of optimising your website and improving its rankings.


Mastering SEO is essential for boosting your website’s visibility, attracting more traffic, and achieving long-term business growth.

We’ve covered the basics of SEO, explained why it’s important, and delved into how SEO works and how Google ranks content. We also discussed the significance of a comprehensive SEO strategy and highlighted key metrics to measure success.

At Contentellect, we specialise in creating high-quality content and building impactful links to enhance your SEO efforts.

Ready to take your website to the next level? Explore more insights on our blog or contact us to learn how we can help you achieve your SEO goals.

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Adie Marais

With a keen eye for detail and a knack for communication, Adie found her calling in the world of content creation. She has been a part of the industry since 2018, starting out as a freelance writer and gradually progressing to her current role as the Head of Content at Contentellect.

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