What is Search Engine Optimisation (SEO)?
SEO is the practice of increasing the quantity and quality of visitor traffic to your website through improving your ranking results within major search engines like Google & Bing.
Your ranking is primarily based upon your perceived reputation by those search engines. The better your digital reputation in your industry, the higher you will rank. SEO is about executing activities to improve your business reputation, in a digital sense.
Reputations take time to build, and as such, SEO takes time to produce results. All activity is measured to determine performance over time.
When to use
When a website is first established, it is a good idea to perform at least 12 months of SEO activity both on and off-page in order to let Google know who you are at what you offer. Keyword indexing and Google search algorithms change over time, so additional SEO activity for sustained periods is also recommended thereafter.