The basics of SEO

What is SEO?

SEO is not a single action, but a collection of editorial, technical and organisational choices. The aim is for a search engine to be able to find, understand and properly value your pages, so that they appear for relevant searches. Unlike an advert, SEO does not buy you a place: you earn the position because your page offers the best answer to a question. That makes the result more durable, but also slower to build up.

The pillars of SEO

Good search visibility rests on a number of interconnected pillars. They reinforce one another: excelling on one point rarely makes up for falling behind on the rest.

• Relevant contentThe foundation is text that genuinely answers the visitor's question. A search engine tries to work out which page is the most helpful; clear, complete and up-to-date content is the most important signal for that.
• Technology and speedA page has to load quickly, work flawlessly and be easy to use on any screen. Slow or technically flawed sites lose visitors and are rated lower. A secure connection via HTTPS is part of that as standard.
• StructureA logical structure helps both people and search engines. Think of a unique, descriptive page title, a clear heading hierarchy (H1, H2, H3) and internal links that connect related pages.
• KeywordsThese are the words and questions your target audience types in. By knowing which terms people use, you tune your titles and texts to their language — without forcing repetition of words.
• Authority and linksReferences from other, trustworthy websites count as a recommendation. Together with a consistent online presence, they build the trust that allows pages to rise higher.

Technology is often built in from the start

A large part of the technical pillar is determined at the moment a site is made. How a website is built determines, for example, the loading speed and the quality of the code. On the page web design that is easy to find in Google you can read how that foundation is already taken into account in the design.

Realistic expectations

SEO is a matter of consistently good work, not of tricks. Methods that try to mislead the search engine — hidden text, bought link networks or mass-produced pages — backfire in the long run and can even lead to a penalty. Also allow for time: new or amended pages need weeks to months before the effect becomes visible. Search engines are moreover constantly adjusting their methods, so search visibility is maintenance, not a one-off project.

Ready to move from theory to practice? In getting found in Google we translate these pillars into concrete steps that you can take yourself.