What is SEO and how does it work?
- 3 days ago
- 5 min read
Updated: 2 days ago
SEO (Search Engine Optimisation) is something we get very excited about, especially when you see results faster than you expect. It’s a digital marketing practice that is crucial for getting your business in front of the right people.
In this post we’ll explore:
What is SEO marketing?
SEO (Search Engine Optimisation) is a digital marketing practice that improves a website to increase its visibility online. SEO boosts your search rankings, so you show up in organic (free) search results (SERPs) where your customers are looking for a brand just like you. When you’re in their eye line you can serve advice and solutions they really need.
SEO marketing is essential for every digital marketing strategy. It’s a must-have for any website, no matter what services or products you’re providing. Even if you’re a website that shares funny dog photos, you’ll still be using SEO to put you in front of the right dog-loving people.
How does SEO work?
SEO works by helping search engines, like Google, understand and crawl your website to help users find it and see the value of it.
Optimising a website, to get SEO to work, isn’t just about high quality helpful content, although that’s pretty important for SEO. SEO works with everything on and off your website. It’s about how fast your site loads, whether crawlers can access your website, user experience (UX) , accessibility and so much more. Ultimately SEO helps search engines like Google and LLMs understand, rank and cite your website.
What is on-page SEO and off-page?
You’ll hear people talking about how SEO isn’t just about what’s on your website but what’s happening off it too. On-page SEO is everything on your site that you can control, from the frontend design, blog content to the nitty gritty technical coding aspects. Whereas off-page SEO includes backlinks, digital PR and social media. It’s a little harder to control, but how people are talking about you around the web all comes into play with SEO.
How long does it take for SEO to work?
SEO is a long-term strategy, it can take around 3-6 months to show the first, measurable results. More significant results usually start around 6-12 months, however we can start to see keyword position and site health improvements in a matter of weeks.
It all depends on whether your site is brand new, or you’re optimising what is already there, as well as how competitive your industry is. Even though it’s a slow burn, SEO is worth the investment. It's non-negotiable when it comes to websites that want to drive traffic and customers.
If you’re looking to supercharge your organic traffic, chat to our SEO experts and find out how we can accelerate your digital growth.
Has AI search changed SEO?
Yes, once again SEO is evolving. It’s an ever changing beast, really. AI search now means digital marketers are more focused on your brand being cited in AI summaries rather than traditional SERP results. That’s not to say SERP results no longer matter, but AI overviews are reducing click through rates. AEO (Answer Engine Optimisation) prioritises semantic structure, user intent and trustworthy content to feature in AI answers.
Ultimately, the foundations of SEO haven't really changed, and you should still be focusing on:
Using keywords and prompts your customers are searching for
Creating high-quality, helpful content
Building content strategies and plans around user intent
Positioning your brand as a trustworthy, experienced and authoritative source
Making sure your website is technically sound with semantic hierarchy, fast load speed, mobile responsiveness
Use internal links to guide users through your website
Building authority through backlinks and brand awareness pieces
Also thinking about how your brand is appearing across the digital landscape is vital. Your narrative should be cohesive at every part of your user’s journey and wherever they come into contact with you. From social media posts, Google reviews, blog content and PPC ads. Your brand’s tone of voice should be instantly recognisable and the same across every digital touch point.
AI impacting SEO can feel a little overwhelming. If you’re not sure where to start with the SEO foundations and need help keeping up with the latest in AI search, get in touch.
The role of content in SEO
Content is the foundation of SEO, it drives visibility and rankings while engaging users and building your brand’s authority. Content accelerates success by targeting keywords and AI prompts your customers are actually using. High-quality content earns your website backlinks, letting search engines know your site is relevant, trustworthy and active.
Key aspects of SEO content include:
Targeting user search intent, keywords and prompts - not search engines
Building authority and trust by following E-E-A-T guidelines
Publishing new content to encourage engines to regularly crawl your site
Earning backlinks from other websites
Improving user experience and engagement with infographics, imagery and videos
Harnessing the power of User-Generated-Content (UGC) such as reviews and testimonials
“Creating helpful, reliable and people-first content signals to search engines and LLMs that your voice and brand matters. It lets them know that you’re a valuable source of information that they should serve you up in search results, AI overviews and responses." Rosie Hurr, ADA Digital SEO and Content Manager
Posting regularly is also key as search engines and LLMs love fresh content. Which is why SEO content strategies focus on reviewing and optimising current website content while simultaneously publishing new content.
What is E-E-A-T?
Google’s E-E-A-T stands for experience, expertise, authoritativeness, and trustworthiness. Search engines assess your content against this checklist. They’re making sure your content:
shows first-hand, real-world or life experience of the subject you’re writing about.
is created by someone who has knowledge, skills and credentials to speak about the topic.
appears on a website that is recognised as a high-quality source through backlink profile and reputation.
Is shown on a safe, trustworthy website and that content is well-researched and balanced.
Creating content that aligns with E-E-A-T practices boosts user engagement and also makes it more likely for LLMs, think ChatGPT and Gemini, to cite you too.
How to improve SEO on your website
The best way to give your SEO some love is to get the foundations of SEO right. Making sure your website loads fast, works well on mobile and has helpful content that targets keywords while answering customer questions is a good place to start.
Partnering with a digital marketing agency is also a great way to improve your SEO. Our SEO specialists know what works and how to build a strategy that’ll increase your visibility, generate leads and ultimately boost your revenue. If you want to know how to improve SEO on your website give us a call.
Written by:
Scarlett Hanlon, Digital Marketing Executive
Approved by:
Rosie Hurr, SEO and Content Manager
Published:
28th April 2026
