By Ben Weiner, CEO, Conjungo

SEO is an abbreviation for Search Engine Optimisation and is now seen as an invaluable part of the marketing mix. The question is what is it and why use it?

SEO is the process of getting traffic from the free or natural listings listings on search engines. Search engines such as Google, Yahoo and Bing use such systems to show results, whereby web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users.

Here are some simple facts about SEO:

- Search engines find, sort and display your website more easily

SEO is defined as the process of enhancing your websites' visibility online, by searching the internet. Search engines analyse nearly all web pages through the use of complex computer code or ‘robots’ (often known as bots). These robots scan the web for content and they return it to the search engine where the information is then assessed to see whether the site is relevant to a specific search or not. The relevance of each webpage or website is then ranked. The search engine will show your website in the top results if you're at the top of page ranking. This is the process which establishes web visibility and the presence of your website.

- Keywords & Content

Different types of content searches are targeted by SEO. You can find almost anything in these searches. There’s no point in using images on a website as they won’t improve your website's ranking, because bots and spiders search for text content and relevant keywords. With this in mind, all the keywords should be put within the initial information of the web pages so that they can be searched for and found on your site.

Content is important as it informs search engines which keywords and phrases are the most relevant to your website.

- Link building

This is a very important part an SEO strategy. Your organisation’s website ranking across all the major search engines is based on the number of one directional inbound links to your website from other sites. This notifies the search engines how popular your site is. The more popular your site is the higher search engines ensures that your site will appear higher when searched for.