In a nutshell, Search Engine Optimisation (SEO) is the art of making one’s website more visible in a given search engine (such as Google or Bing). Doing this requires a whole lot of technical expertise, some of which requires – surprise, surprise – copy! SEO is the best way to help your website stand out from the rest. As a crucial pillar of search engine marketing, SEO offers a cost-effective (sometimes free) way for you to help market your business online – it can be applied to almost any digital asset you have. SEO encompasses several methods and practices that help your website stand out. On-page SEO includes optimising each and every page in your website to match the words and phrases that people commonly search for, allowing your website to be a real contender whenever someone searches for something related to your brand. Off-page SEO on the other hand is where a lot of the technical stuff come into the picture. From optimising different kinds of media on your website to optimising the code your site is made from, as well as ensuring that your domain has authority in search engines, SEO does a lot of things – so much so that it’s become a profession on its own!