Search Engine Optimisation

It’s all about getting your site found in searches. You will want Google and the other search engines to give your site a high ranking when someone searches for the things that you offer. Your web site needs to be optimised to assist the search engines. Quality content, strong backlinks and an engaging web site build trust with the search engines.

What are search engines looking for?

The quality of your content - helpful, useful information written for actual human beings rather than the search engines.
User experience - an easily navigable, clearly searchable site with relevant internal linking and related content. All the stuff that keeps visitors on your webpage and hungry to explore further.
Site speed - how quickly your webpages load is increasingly becoming a differentiator for search engines. 
Cross-device compatibility - your website needs to be equally optimised for all given screen sizes and devices. Google has stated that responsive design is its preferred method.
Internal linking – to help the user navigate your site. 
Authoritative Back Links - the more of these you have the better. These Back Links are very important and you should try to get as many as possible.
Location - increasingly results are being presented to users based on their location. This is particularly important to retail businesses out there in the real world.
Social Media - you need to be present on all relevant social channels and use it as a customer service channel.

Meta Information

Apart from the content of the site that is accessible to everyone there is some information that can be included with the site code that is used just by the search engines. There are 4 components to this.
Page Title – this is displayed on search engine results pages as the clickable headline for a given result, and are important for usability, SEO, and social sharing. The title of a web page is meant to be an accurate and concise description of a page's content.

Description – this is used to summarize a web page's content. Search engines sometimes display these snippets in search results.

Keywords – are an important element that help tell search engines what the topic of the page is.

Properly tagged images - describing your image in the alt text as accurately as possible will increase the chances of your images appearing searchs. It will also improve the accessibility of your site for people using ‘screen reader’ software.