SEO stands for Search Engine Optimisation which is the process of making your website Google friendly in order for it to rank highly in their SERP’s. SEO as a concept is relatively straight forward, however in practice it is much more difficult and requires a lot of skill, knowledge and know-how to master.
There are two main aspects to SEO; on-page and off-page changes which need to be made in order to help your site rank. On-page SEO focuses on quality content and relevant meta data whilst off-page SEO is concerned with building relevant links and authority to your website. Both of these elements of SEO must be completed in conjunction with each other in order for the campaign to be successful.
The process of website optimisation is ultimately aimed at making your site the best that it can be in terms of usability and quality. It is only right that the most relevant and highest quality websites should rank on Google page 1 so all sites should strive to achieve this.