The world of SEO can seem overwhelming. Search engines frequently update their algorithms, making it feel like the goalposts are constantly moving. However, at its core, optimising your content for search engines should always come second to optimising it for humans. This has become even more relevant in 2025 with the rise of AI tools and search engines relying on AI to push the best answers to their users. Its mission is to provide the best search experience possible—by creating high-quality, user-friendly content, you’re aligning with that goal.
To simplify SEO, our experts answered some of the most common questions we receive. Already familiar with SEO? Find out how to put your knowledge into practice.
What does SEO stand for?
SEO stands for Search Engine Optimisation. It’s the practice of refining online content so that search engines, such as Google or Bing or AI tools, can find, understand, and display it in search results.
Is SEO still relevant in 2025?
Absolutely. SEO remains one of the best ways to attract an online audience. However, the landscape is evolving with the rise of AI-powered search engines and tools like Google’s Search Generative Experience (SGE) and Bing’s AI-driven results. These innovations prioritise context-rich, conversational, and authoritative content over simple keyword optimisation. To stay ahead, businesses should focus on creating in-depth, well-structured content that directly answers user queries and demonstrates expertise.
How does SEO work?
SEO works by optimising various elements of your website to increase its visibility in search results. Search engines use complex algorithms to assess:
- The relevance of your content to a user’s query
- The authority of your site (e.g., backlinks from reputable sources)
- The user experience (e.g., mobile-friendliness and page speed)
By improving these factors, you can increase your chances of appearing at the top of search engine results pages (SERPs).
Is SEO hard to learn?
SEO can be technical, and performing in-depth SEO audits can be time-consuming. However, incorporating basic SEO best practices – such as writing clear, valuable content and using relevant keywords – can make a noticeable difference. If you're just starting out, you can learn how to write an SEO-friendly blog post here.
Does my business need SEO?
If your business has a website or online presence and relies on attracting customers, then yes, SEO is crucial. Whether you run an eCommerce store, local business, or international organisation, SEO helps ensure that people can find you (before your competitors) when they search for related topics.
Why isn’t my website ranking on Google?
Several factors could be affecting your ranking, including:
- High competition for your chosen keywords
- Low-quality or insufficient content
- Lack of backlinks from reputable sources
- Technical issues, such as poor site structure or slow loading speeds
- Your site being new, meaning it hasn’t built enough authority
Conducting a comprehensive SEO audit can help identify and resolve these issues.
How can I find the right keywords?
Finding the right keywords starts with understanding your audience. Use tools like:
- Google Keyword Planner
- SEMrush
- Ahrefs
- Ubersuggest
Long-tail keywords (more specific phrases, such as “best running shoes for flat feet”) are particularly valuable, especially as voice search and AI-driven search engines become more prevalent.
What are the most important Google ranking factors?
Google uses over 200 ranking factors, but some of the most crucial include:
- Content quality and relevance
- Mobile friendliness
- Page speed and user experience
- Backlinks from reputable sources
- Secure, accessible websites (HTTPS)
- Site structure and crawlability
Does social media affect my Google rankings?
While Google has stated that social media signals don’t directly impact rankings, social media can boost your SEO indirectly by:
- Increasing your brand’s online visibility
- Driving traffic to your website
- Encouraging engagement, shares, and backlinks
A strong social media strategy complements your SEO efforts by building brand authority and generating organic traffic.
What is Technical SEO?
Technical SEO refers to optimising your website’s backend to improve its search engine performance. This includes:
- Site speed improvements
- Mobile-friendliness
- Structured data (Schema Markup)
- Optimised XML sitemaps
- Fixing broken links and crawl errors
Addressing these elements can significantly boost your website’s search visibility.
What’s the difference between On-Page SEO and Technical SEO?
- On-Page SEO focuses on optimising individual pages—this includes content, meta descriptions, headers, and internal links.
- Technical SEO ensures your website performs well for both search engines and users by optimising speed, structure, and crawlability.
Both are essential for a well-rounded SEO strategy.
Final Thoughts
SEO is an ongoing process, not a one-time task. As search engines become more AI-driven, businesses must prioritise valuable, expert-led content and a technically sound website. By staying up to date with SEO best practices and adapting to new technologies, you can maintain a strong online presence and stay ahead of the competition.
Got more SEO questions? Get in touch with our team for expert advice.