Tuesday, 11 June 2024

What is SEO and how does it work?

SEO (Search Engine Optimization) is the process of improving a website's technical setup, content relevance, and link popularity to enhance its visibility, relevance, and popularity in user search queries.

Authored by:

Authored by:

Freya Yardley

Freya Yardley

Driven By Digital

Driven By Digital


Firstly, SEO stands for Search Engine Optimisation, which is the process of optimising a website's technical configuration, content relevance, and link popularity to make its pages more easily findable, relevant, and popular for user search queries. 

SEO efforts improve the user search experience and page rankings by featuring content fulfilling user search needs. Key practices include using relevant keywords in titles, meta descriptions, and headlines, featuring descriptive URLs, and using schema markup to specify the page's content meaning.

Search engines like Google use sophisticated algorithms to survey and understand the vast network of websites. They determine the most relevant results to display for each search query. SEO is crucial because it increases a website's visibility, leading to more traffic and opportunities to convert prospects into customers.


SEO is crucial because it significantly enhances your content's visibility, which in turn builds trust in your brand. When your brand consistently appears at the top of search results, it can establish credibility and encourage people to click through to your website. Effective SEO campaigns ensure that your business gains more visibility, attracting potential customers and ultimately boosting your ability to sell products and services.

Visibility and Rankings:

One of SEO's most important roles is increasing your website’s visibility, making it easier for potential customers to find you when searching for relevant terms. Higher rankings on Search Engine Results Pages mean more visibility and a greater likelihood that prospects will click through to your site. Effective SEO strategies improve your organic page ranking, increasing visibility and attracting more clicks, especially since a quarter of web users never click past the first search result. 

Web Traffic:

Increased web traffic is a primary goal of SEO, achieved through improved visibility and higher rankings. For instance, the number one spot on Google search results receives nearly 32% of clicks, and moving up just one spot can boost click-through rates by 30.8%! To ensure that more people find your website via search engines, you must employ SEO practices that help you rank among the top five positions.

Here are some of the other key benefits of an effective SEO marketing campaign:

  • Cost-Effective: SEO can be a low-cost strategy for driving traffic to your business’s website.

  • High ROI: SEO delivers a substantial return on investment when executed correctly.

  • Actionable Insights: SEO research provides valuable data that can guide content development and updates.

  • Credibility and Trust: Achieving high rankings in search results builds credibility and trust with your audience.


SEO is about using the right words and providing relevant information to your potential customers on your website. Implementing the best SEO practices ensures your content is discoverable, engaging, and valuable to your audience. Here are some tips and best practices to get started:

  • Provide Useful Product or Service Information: Ensure your website offers detailed and helpful information about your products or services, addressing potential customers' needs and questions.

  • Use Short and Meaningful Page Titles and Headings: Craft concise and relevant titles and headings that accurately reflect the content of your pages, making it easier for search engines and users to understand.

  • Include Business Details: Clearly display essential details about your business, such as contact information, address, and operating hours, to build trust and credibility with your audience.

  • Optimise Image and Video Tags: Use descriptive tags for images and videos to improve search engine understanding and enhance the accessibility of your content.

  • Use Relatable Descriptions: Write descriptions that resonate with your potential customers, using language they can easily understand and relate to.

Following these best practices can enhance your website's SEO, making it more visible and appealing to search engines and potential customers.


In 2024, optimising for Google and Instagram presents unparalleled opportunities for businesses aiming to enhance their online presence and effectively reach their target audience. 

Google SEO: 

Unlocking Higher Rankings Google SEO involves a series of strategic steps to optimise your website for higher rankings in Google search results. When someone searches a keyword or phrase on Google, they are presented with a list of results that Google deems the most relevant and valuable. Optimising your site for Google SEO means ensuring that your content stands out as a top solution to users' needs, driving more organic traffic and increasing your visibility.

Instagram SEO:

Reaching a Relevant Audience: gone are the days when hashtags and the Explore page were the primary methods of discovering new content on Instagram. Today, users leverage the search bar to find specific types of content and engage with brands, products, and services that match their interests. Posts optimised for SEO saw 30% greater reach and twice as many likes than those relying on hashtags alone.

If you aim to connect with a relevant audience actively seeking brands like yours, implementing Instagram SEO is essential. By optimising your content for search, you can tap into a vast pool of users who are already interested in what you offer, enhancing your reach and engagement significantly.


You might be wondering whether your business is ready for professional SEO help or if you can handle it yourself. Depending on your time, willingness to learn, and the complexity of your website, you could manage basic SEO tasks independently. However, as your business grows, or if you find the intricacies of SEO overwhelming, seeking expert assistance becomes a viable and often necessary option.

When considering professional SEO help, it’s crucial to choose wisely. The market is flooded with agencies and consultants offering SEO services, but their quality can vary significantly. A poorly executed SEO strategy can do more harm than good, wasting time and money while potentially damaging your site’s reputation and rankings.

At Driven by Digital, we bring over five years of experience delivering top-tier SEO services. Our expertise ensures that your SEO strategy is effective and aligned with the latest industry standards and best practices. Whether you want to improve your site’s visibility, drive more organic traffic, or enhance user engagement, our SEO specialists can elevate your digital presence to new heights.

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Do you have a project in mind that Driven By Digital can help with?

Let's get started

Do you have a project in mind that Driven By Digital can help with?