SEO 101: Why Search Engine Optimisation Is the Long Game You Can’t Afford to Ignore

July 18, 2025

You’ve probably heard the term SEO tossed around by your web developer, your marketing team, or that friend who once built a blog in uni. But what is SEO really and why should businesses care?

Here’s the short of it: SEO (Search Engine Optimisation) is what helps your website get found on Google. It’s not a one-off fix or a shiny ad – it’s a sustainable, long-term strategy that drives qualified traffic to your site month after month. If paid ads are the sprint, SEO is the marathon. And if you’re ignoring it? You’re handing the win to your competitors.

What Is SEO, and Why Should I Care?

Search Engine Optimisation (SEO) is the process of improving your website so it appears higher in search engine results pages (SERPs).

Better rankings = more visibility = more traffic = more sales.

Why it matters:

93% of online experiences begin with a search engine.
75% of users never scroll past page one.
Organic traffic converts better than paid ads over the long run.

Whether you run a bakery or a tech consultancy, SEO helps you connect with people actively looking for what you offer.

Keywords: The Secret Sauce That’s Not So Secret

Think of keywords as the bridge between your content and your customer. For Example, people in Edinburgh might search for “SEO consultant Edinburgh” or “best hair salon in Edinburgh.”

Here’s how to get started:

Use tools like Google Keyword Planner or Semrush to find relevant keywords.
Focus on long-tail terms like “local SEO services in Edinburgh” or “affordable SEO agency Edinburgh“.
Naturally place keywords in page titles, meta descriptions, headers, and the first paragraph of your content.

Pro tip: Don’t force keywords -write for humans first, search engines second.

On-Page SEO: Spruce Up Your Digital Home

On-page SEO involves optimising everything on your site: content, structure, and technical elements.

Quick wins:

Content: Keep it valuable, original, and tailored to your audience.
URLs: Short and descriptive. Use: /seo-agency-edinburgh
Headings: Break content into digestible sections.
Internal Links: Link to related pages (e.g. from “SEO Edinburgh” to “PPC Agency Edinburgh“).
Mobile-Friendly Design: With most users browsing on mobile, this is non-negotiable.

Off-Page SEO: Build Your Digital Reputation

Off-page SEO helps build your site’s authority. The most important factor? Backlinks.

How to earn them:

Guest post on local blogs.
Get featured in local-based publications.
Collaborate with influencers or businesses in your niche.

Also important: social signals, brand mentions, and consistent NAP (Name, Address, Phone) details across directories.

Local SEO: Because Not Everyone Is Amazon

If you serve a specific area, local SEO is your best friend. Want to show up when someone Googles “SEO company near me”? You need:

Google Business Profile: Keep your hours, services, and images updated.
Local Keywords: Optimise for terms like “Edinburgh SEO agency“
Local Listings: Get listed on Yelp, Bing Places, and Local directories.
Positive Reviews: Encourage happy customers to leave reviews- it builds trust and helps rankings.

6. Analytics and Tracking: Know Your Numbers

If you’re not measuring your results, you’re flying blind.

Track with:

Google Analytics 4 (GA4): Check organic traffic and behaviour.
Google Search Console: Track keyword rankings, indexing issues, and page performance.
KPI Examples: Organic sessions, bounce rate, conversion rate, keyword improvements.

7. Common Pitfalls and Quick Wins

Avoid these SEO blunders:

Keyword stuffing (Google hates it).
Ignoring mobile optimisation.
Neglecting page speed.
Buying spammy backlinks.

Quick wins to try today:

Compress large images.
Add alt tags to all visuals.
Optimise title tags and meta descriptions.
Update outdated content.
Add internal links between relevant pages.

8. Putting It All Together

SEO isn’t just a one-time checklist – it’s an ongoing commitment. But the rewards are worth it. With a consistent strategy, you’ll:

Drive organic traffic that doesn’t cost you per click
Improve your authority and visibility in your niche
Convert more visitors into customers

As an Edinburgh SEO agency, Thundr Digital helps businesses across the city grow their online presence with smart, sustainable strategies. Whether you’re new to SEO or ready to level up, we’re here to guide you.