SEO

SEO — questions and answers

What's the difference between on-page, off-page and technical SEO?

On-page SEO involves optimising content and HTML elements visible to users—titles, headings, body copy, image alt text. Technical SEO addresses the underlying infrastructure: site speed, mobile responsiveness, XML sitemaps, structured data and crawl efficiency. Off-page SEO focuses on building authority through backlinks from other sites. Most projects require all three, though priorities shift depending on whether a site has content problems, technical barriers or lacks external credibility.

How long does it take to see results from SEO work?

Meaningful movement in rankings typically takes three to six months, sometimes longer for competitive terms or new domains. Search engines need time to crawl updated pages, assess changes and compare them against competing sites. Quick wins exist—fixing broken pages or adding missing title tags—but building authority through content and links accumulates gradually. Established sites with existing authority often see faster results than brand-new domains.

Do keywords still matter, or have search engines moved past them?

Keywords remain fundamental but their use has changed. Search engines now understand synonyms, related concepts and search intent, so exact-match repetition matters less than comprehensive coverage of a topic. Effective keyword research identifies what people actually search for, then informs content structure and language. Overusing exact phrases—once common practice—now reads unnaturally and can harm rankings. The goal is natural writing that addresses the concepts searchers care about.

What makes a backlink valuable, and do all links help rankings?

Valuable backlinks come from relevant, authoritative sites within your subject area. A link from an established industry publication carries more weight than one from an unrelated blog. Search engines also consider link placement—editorial links within content outweigh footer links—and whether the linking site itself has strong authority. Low-quality links from link farms or unrelated sites provide little benefit and can sometimes trigger penalties if they appear manipulative.

Can SEO work be done once and left alone, or does it need ongoing attention?

SEO requires continuous work because search algorithms evolve, competitors improve their sites, and content ages. Rankings that hold steady for months can drop when Google updates its systems or rivals publish stronger material. Regular tasks include monitoring rankings and traffic, updating outdated content, fixing technical issues as they arise, and building new links. Sites left unattended typically lose ground over time as the search landscape shifts around them.

What's the difference between organic SEO and local SEO?

Organic SEO targets broad search visibility regardless of location, while local SEO focuses on appearing in geographically specific results, particularly Google's map pack. Local work emphasises Google Business Profile optimisation, consistent name-address-phone details across directories, location-specific content and reviews. A plumber needs local SEO to appear for 'plumber near me'; a software company selling globally prioritises organic SEO. Some businesses require both approaches depending on their service area and customer base.