The process focuses on optimising a website’s content and structure to improve its relevance and therefore chance of visibility in the organic search results. By implementing SEO techniques such as keyword research optimisation, creating high-quality, unique content and acquiring high quality back-links to the website, businesses can climb the search engine rankings and attract targeted, organic traffic.

One of the primary benefits of SEO is its cost-effectiveness compared to alternative paid advertising methods like PPC. Once a website achieves a high ranking in search results, it can continue to attract traffic without incurring ongoing costs, hence SEO a sustainable long-term investment.