Search engine optimisation (SEO) is important because most people find information online by using an internet search engine. SEO is about attracting people to a site by ensuring that its pages appear near the top in search engine results.

Keep the following in mind for SEO:

• Write clear, unique and informative metadescriptions. The metadescription appears on a search engine results page, and when URLs are shared on social media sites. It should tell users what the page is about and encourage them to click through to the site.
• Include keywords in all headings and page titles. This helps the search engine to understand the content on the page and how relevant it is to the search query. However, do not stuff content with keywords – this undermines the user experience and makes pages harder to read.
• Speak the user’s language. Use simple terms that people are likely to search for, and avoid cute headlines or made-up phrases.
• Offer stable URLs. Ensure that other sites can link directly to each piece of content, and make sure links remain up to date and functional.
• Update frequently. Search engines prioritise content that has recently been updated. Frequent or regular updates with new content help the site to stay near the top of the search engine results page, and also attract incoming links and social chatter.