How it works: Search Engine Optimisation (SEO)

At Squirrels&Bears we believe in simplicity and we like to provide clear answers to your questions. In our #howitworks series we focus on simple explanations of various aspects of small business, highlighting the basic facts, what works and what doesn’t work. And we hope to make your life a little easier.

The basics

  • Search engine optimisation (SEO) is the process of improving the online visibility of your website in the organic (unpaid) search engine’s results
  • Search engines use advanced crawlers that gather the information and create an index for every website
  • When you search for a term on a search engine like Google, it presents you with the most relevant and highest ranked websites as a result


  • Use relevant inbound and outbound links to improve your SEO score
  • Create a responsive website that loads quickly as design and speed are key for SEO
  • Focus on creating content that solves the problems of your audience
  • Take the time to do keyword research and see what keywords resonate with your audience
  • Create quality content instead of a lot of content and distribute it on the social channels most suitable to your target audience
  • Link content to an appropriate landing page instead of your homepage and use a clear URL structure


  • Use irrelevant keywords or use keywords excessively
  • Miss updating your website or have old information available for your visitors
  • Duplicate content
  • Forget to tag your images
  • Create a non responsive, mobile-unfriendly website
  • Ignore meta descriptions and tags

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