SEO, or Search Engine Optimisation, is an indispensable component of digital marketing. It refers to a suite of strategies designed to improve a website's ranking in search results pages (on Google, Bing and other search engines). This process is crucial because it aligns your business offering with the needs and interests of your audience online, where most consumer journeys begin. 

While many may view SEO as a complex and mysterious process, at its core, it can be distilled into three fundamental pillars: technical foundation, content, and backlinks. This simplified approach not only demystifies SEO but also offers a clear roadmap for businesses aiming to optimize their online presence. 

Technical foundation – the first pillar  

Effective SEO begins with the technical foundation upon which websites are built and hosted. Indeed, a website’s infrastructure plays an important role in determining its attractiveness to search engines. It's here that Mainboard's expertise comes to the fore, with over 25 years of experience in developing and delivering technically optimised websites.

Choosing the right platform for website development and hosting is a crucial starting point. Websites that leverage the latest technology, take advantage of the speed and reliability of a content delivery network (CDN), and conform to the latest technical nuances favoured by search engines, are the ones that will stand out in the competition for eyeballs.

Other important technical best practices encompass a spectrum of elements including mobile-friendliness, secure browsing environment (HTTPS), and optimised code for quicker load times and better context for search algorithms. These factors are not merely technical checkboxes but are foundational elements that significantly impact user experience and, by extension, SEO rankings. 

Content – the second pillar 

Quality content is a fundamental pillar for any effective SEO strategy. It’s the reason people visit a site. And how businesses communicate with their audience, provide value, answer questions, and establish authority in their niche.

High-quality, relevant content that addresses the needs and queries of your audience can dramatically improve your website's visibility and ranking. Crafting such content that is both informative – resonates with users – and searchable – aligns with the specificities of search algorithms – is an art rather than a science. It requires a sensitivity to your audience's interests, as well as the keywords they might use to find solutions online.

This is where professional copywriters and in-house content teams come into the picture. These teams can conduct research and produce content that aligns with these elements, turning your website into a veritable magnet for search engines. 

Backlinks - the third pillar 

Backlinking, in the context of search engine optimization is when one website links to a second website. Search engines, like Google, view backlinks as a form of endorsement. The logic is simple: if a website is linking to another, it must find the content valuable or relevant. Therefore, websites with a high number of quality backlinks are considered more trustworthy and authoritative. 

Acquiring backlinks from reputable, high-traffic websites within your industry can significantly boost your website's authority and search engine rankings. Not all backlinks are created equal though, and the relevance and authority of the linking site also play a crucial role in determining the strength of the backlink profile. 

Garnering backlinks is an active process that includes content marketing, reaching out to important players in your industry and forming partnerships. Valuable, relevant content naturally attracts backlinks, while targeted outreach to relevant websites can further enhance your backlink profile. 

Combining the pillars for success and profit 

In a competitive market crowded with agencies vying for the top spot, mastering the three pillars of SEO offers a competitive edge over the competition. A technically robust website, populated with engaging, keyword-optimised content, supported by a strong backlink profile, is the best way to boost your business higher in the world of search engine rankings. 

In the final instance SEO is not just about being found; it's about being found by the right audience, at the right time, and with the right message. It's a strategic blend of art and science, requiring technical skill, creative content creation, and strategic networking.  

For businesses ready to take their SEO efforts to the next level, embracing these three pillars is not just a strategy but a blueprint for digital success.