Understanding SEO and tips to get it right

Improve your company's online visibility with SEO. Learn what SEO is and discover tips and tricks to attract more organic traffic, generate leads and conversions. From keyword research and content creation to building backlinks and optimising technical elements, get everything you need to succeed from SEO.

Search engine optimisation (SEO) is an essential digital marketing strategy that helps improve your online visibility and attract more organic traffic to your website.

In this article, we explain what SEO is, provide some tips and tricks to get it right, and offer examples of how to get the most out of your SEO efforts.

What is SEO?

SEO refers to the process of optimising your website to rank higher in search engine results pages for specific keywords and phrases related to your business. By improving your website's search engine ranking, you can increase organic traffic to your site and look to convert that traffic into new customers and leads.

Well implemented SEO can help add to your existing market strategies and help ensure a steady stream of business.

Tips and tricks to get the most out of SEO

Conduct keyword research

Identify the keywords and phrases that your target audience is searching for and include them strategically throughout your website.

Use keyword research tools

Tools like Google Keyword Planner, Ahrefs or SEMrush can help you find the right keywords.

Optimise your website's content

Create high-quality, informative content that incorporates your target keywords. Ensure your content is well-written, unique (i.e. don’t copy other websites), engaging, and relevant to your audience.

Create a sound website structure

Nearly every service you offer should have its own page on your website, but don’t go overboard and create too many sub-services. You should have your main service categories defined such as “bulk earthworks” and “road works”, etc.

Build high-quality backlinks

Backlinks are links from other websites to your website. The more high-quality backlinks you have, the higher your website will rank in search engine results pages. Reach out to industry influencers, relevant blogs, and other websites to request backlinks

Third party backlinks

Another great way to generate backlinks is to ask customers and suppliers to link to your website from their own. More people linking to your site builds authority for your website and boosts its ranking with search engine crawlers and indexers.

Optimise your website's technical elements

Strong web design and SEO work hand-in-hand. Make sure your website is mobile-friendly, has a fast-loading speed, and is easy to navigate. Optimising technical elements of your website can improve user experience and increase your website's search engine ranking.

Track your SEO Performance

Tracking SEO performance is vital to understanding if tactics to optimise it are working. Analysing your site’s traffic data and search engine rankings will allow you see what parts of your SEO strategy are working best and make further refinements to further improve your ranking and stay ahead of the competition.


Here is an example of a civil company that has successfully implemented the above tips and tricks into their SEO strategy. By developing a custom landing page, utilising key words, naming titles correctly, combined with strong website and content design, they have increased their SEO ranking to appear high on search results for specific phrases. 

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SEO is an essential tool for companies looking to improve their online presence and attract more leads, introductions and conversions. By implementing these tips and tricks and tracking your performance, you can get the most out of your SEO efforts and achieve your digital marketing goals.

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