What is Search Engine Optimisation?
SEO stands for Search Engine Optimisation which is the name given to the work undertaken to increase the volume and
quality of website traffic obtained through search engine results. As Google has approx 90% of the search engine market share, most SEO is performed to increase your Google SERP (Search Engine Ranking Position).
It is not the same as PPC (Pay Per Click) which is paid advertising to appear at the top of search engine results via a program such as Google Ads. Despite PPC being above the top of the results page, more people click on the organic results.
If you are in position 1 in the search results, approx 30% of people will click on your website. This falls to 10% in position 3 and 2% in position 9 and 10. With this dropoff rate, SEO is becoming more important to ensure that your business website is ranked as highly as possible.