What is SEO? The Ultimate Explainer

The realm of digital marketing is defined by a massive range of different processes. In 2026, the channels you need to work through include social media, paid Google advertising and, of course, SEO, among other things. But what is SEO? 

SEO stands for search engine optimisation, which means tailoring content to ensure that it’s easily findable and reachable on search engines. This basically means, when people look for something online, your business will show up in their results. 

The change in SEO

In the past, this meant simply stuffing a page with as many “high-ranking” keywords into articles and homepages as possible. However, as Google and other search engines have evolved, SEO has evolved with them, especially with AI becoming increasingly relevant in the digital landscape. 

This article explores the ins and outs of different SEO facets, so you can understand the necessity of a comprehensive approach and properly plan your strategy. 

What are the basics of SEO?

It’s important to understand the bare essentials of SEO. 

• Technical SEO, which encompasses your website’s speed, security and mobile-friendliness; all essential in 2026. 
• On-page SEO, which encompasses the words and images on your site.
• Off-page SEO is about getting backlinks from reputable sites and being mentioned by other companies. 

These are the essentials of SEO that define almost every other action you’ll enact going forward.

What is an SEO audit?

An SEO audit is the process of going through a business’s online presence and determining its SEO value from the three angles described above. The results of an SEO audit will offer direction for optimisation techniques.

What is SEO copywriting? 

SEO copywriting is copywriting, whether for blogs, articles, PR pieces or web pages, that has been optimised for search engines with keywords, phrases and proper structuring.

What is local SEO?

Local SEO is the process of applying SEO principles to market and promote a local business to relevant people in the area. It’s especially important for in-person businesses. 

What is marketing SEO? 

Marketing SEO is search engine optimisation with the express intention of marketing a product, service or business to consumers. It’s similar to the concept of performance digital marketing, focused on results rather than simply driving traffic. 

How long does SEO take to work? 

SEO is not an overnight fix. It takes around three to six months for SEO results to take shape, which is why patience is a virtue in this practice. 

What is an SEO agency? 

An SEO agency is a company that focuses on enacting SEO practices for other businesses. However, in 2026, most SEO companies have had to pivot to being more full-service digital agencies to stay on top of changes to the landscape. 

What is SEO E-E-A-T?

In SEO, Google sets E-E-A-T standards of quality. 

• Experience. Showcasing real experience of a topic.
• Expertise. Deep knowledge of the topic.

• Authoritativeness. Are you a go-to business for your audience?

• Trustworthiness. Is everything accurate and trustworthy? 

Covering these four letters is essential for modern SEO.

Why is SEO still important?

These days, many would argue that SEO has fallen into being less relevant because of AI search. However, the two actually have an intertwined relationship. AI engines still need sources to work from, just as much as you need traffic. The shift is more about answering questions completely with your content, rather than just slotting in core phrases and terms to drive traffic. 

Take control of your SEO

Use these guidelines and start taking control of your SEO today. It’s not going to change your business overnight, but with time, it will drive your offerings into the eyes of many more potential customers. If you don’t know where to start, you can always get in touch with a team like ours at Digital Next. 

We’re the best SEO specialists Manchester has ever produced, offering our services to businesses all over the UK and beyond, along with a full suite of other digital marketing services. For more insights just like this, check out our blog.