WHAT IS SEO?

At Lillian Purge, we specialise in Ecommerce SEO Services and have developed comprehensive guidance on What is SEO?.

At Lillian Purge, we specialise in ecommerce SEO services, helping online retailers improve their visibility, attract more customers, and grow their sales through effective search engine optimisation. If you’ve ever wondered how some websites consistently appear at the top of Google while others struggle to be seen, the answer lies in SEO. Understanding what SEO is and how it works is essential for any business that wants to succeed online.

The Meaning of SEO

SEO stands for Search Engine Optimisation. It is the process of improving a website so that it ranks higher in search engine results pages (SERPs) like Google, Bing, or Yahoo. When people search for products, services, or information, search engines aim to show them the most relevant and trustworthy results. SEO helps businesses position their websites in those top spots by making their content, structure, and reputation align with what search engines look for.

The main goal of SEO is to attract more organic (non-paid) traffic from users who are actively searching for what your business offers.

How SEO Works

Search engines use algorithms—complex systems that analyse millions of web pages—to decide which sites deserve to appear first for a given search. These algorithms assess hundreds of factors, including keywords, content quality, website usability, backlinks, and user engagement.

When SEO is done well, it tells search engines that your website provides valuable and relevant information, making it more likely to appear near the top of search results.

The Key Elements of SEO

SEO can be divided into three main categories: on-page, off-page, and technical optimisation. Each plays an important role in helping your website perform better in search results.

1. On-Page SEO

This focuses on optimising the content and structure of your web pages. It includes:

  • Using keywords naturally within titles, headings, and text.

  • Writing engaging, relevant, and informative content.

  • Optimising meta titles and descriptions.

  • Using internal links to connect related pages.

  • Ensuring images are properly named and compressed for faster loading.

Good on-page SEO ensures your website communicates clearly what it’s about, both to search engines and to users.

2. Off-Page SEO

Off-page SEO involves building authority and trust for your website across the internet. The main factor here is backlinks—links from other websites pointing to yours.

When reputable sites link to your content, search engines see it as a vote of confidence. The more relevant and trustworthy backlinks you have, the stronger your website’s authority becomes.

Social media activity, online reviews, and mentions of your brand also contribute to your off-page SEO strength.

3. Technical SEO

Technical SEO focuses on the behind-the-scenes elements that affect how search engines crawl and index your website. It includes:

  • Site speed and performance.

  • Mobile-friendliness and responsive design.

  • Secure HTTPS encryption.

  • Correct use of structured data and schema markup.

  • Fixing broken links and errors.

Even the best content can struggle to rank if your website has technical issues that prevent search engines from accessing it properly.

Why SEO Matters

SEO is essential because it helps your business appear where customers are already looking. Over 90% of online experiences begin with a search engine, and most users never go beyond the first page of results.

By investing in SEO, you ensure that your website:

  • Reaches more potential customers.

  • Builds credibility and trust.

  • Generates higher-quality leads.

  • Reduces reliance on paid advertising.

  • Supports long-term, sustainable growth.

Unlike paid ads, which stop driving traffic as soon as you stop spending, SEO delivers ongoing results over time.

The Role of Keywords in SEO

Keywords are the words and phrases people type into search engines when looking for something. Understanding your audience’s search behaviour helps you identify the right keywords to target in your content.

For example, an ecommerce brand selling running shoes might focus on terms like “best running shoes for beginners” or “lightweight trainers for men.” By optimising pages around these keywords, the brand increases its chances of appearing when someone searches for those terms.

However, effective SEO goes beyond simply inserting keywords. It requires matching user intent—understanding what the searcher actually wants and providing the most relevant content to meet that need.

SEO vs Paid Advertising

SEO and paid ads (such as Google Ads) are both ways to attract traffic, but they work differently.

  • SEO: Generates organic traffic over time, with long-lasting results.

  • Paid Ads: Provide instant visibility but require continuous spending.

The best digital strategies often combine both. Paid ads can drive quick results, while SEO builds a foundation for consistent, sustainable growth.

How SEO Supports Ecommerce Businesses

For ecommerce websites, SEO is especially powerful. When shoppers search for products online, they are often ready to buy. Appearing prominently in those search results gives you a direct advantage over competitors.

Ecommerce SEO focuses on:

  • Optimising product pages for relevant keywords.

  • Writing clear, unique product descriptions.

  • Improving site speed and checkout usability.

  • Using structured data to show prices, ratings, and availability in search results.

  • Building backlinks from reputable blogs and review sites.

These actions make it easier for potential customers to find your products and encourage them to purchase once they arrive on your site.

Measuring SEO Success

SEO results don’t happen overnight, but progress can be measured through key metrics such as:

  • Increases in organic traffic.

  • Higher keyword rankings.

  • More enquiries or online sales.

  • Improved click-through rates.

  • Reduced bounce rates and longer session times.

Using tools like Google Analytics and Google Search Console, businesses can track performance and refine their strategy over time.

Common SEO Mistakes to Avoid

Some businesses harm their SEO without realising it. Common errors include:

  • Overusing keywords (known as keyword stuffing).

  • Ignoring mobile users.

  • Publishing duplicate or thin content.

  • Neglecting meta titles and descriptions.

  • Failing to build quality backlinks.

Avoiding these mistakes ensures your SEO efforts are sustainable and aligned with search engine best practices.

Why SEO Is a Long-Term Strategy

SEO is not a one-time task but an ongoing process. Search engines regularly update their algorithms, and user behaviour changes over time. Consistent optimisation ensures your website stays visible and competitive.

Businesses that commit to long-term SEO see steady improvements in traffic, engagement, and conversions. It’s an investment that pays off in credibility, cost-efficiency, and brand strength.

Final Thoughts

SEO is the foundation of online visibility. It’s the process of making your website more attractive to both users and search engines, driving long-term, organic growth.

From keyword strategy and technical performance to content quality and backlinks, every aspect of SEO works together to help your business stand out in a crowded digital marketplace.

At Lillian Purge, we help ecommerce businesses and service-based companies develop effective SEO strategies that deliver measurable results.

If you want to increase traffic and sales through professional optimisation, get in touch today.

We have also written in depth articles on How to Increase SEO and Why is SEO Important? as well as our SEO Hub to give you further guidance.