What is SEO and does my website need it?
Overview
SEO (search engine optimisation) is the practice of making a website discoverable in search engines like Google. Yes, your website needs it, because search is still the largest source of intent-driven traffic for most businesses, and it's now also the foundation for AI-generated answers.
Context
SEO covers a lot of ground: technical setup (clean code, fast loading, structured data, sitemaps), content (writing pages that match what people search for), and authority (other sites linking to yours). The foundational pieces are non-negotiable for any modern site: meta tags, page titles, image alt text, mobile responsiveness, and proper heading structure. Sites built on legacy platforms often get the technical foundation wrong because plugins and themes interfere with the underlying code, which makes search engines work harder to understand the site. Modern platforms handle the technical layer correctly by default, which means the SEO work can focus on content instead of fixing broken markup. As search shifts toward AI-generated answers, the same principles apply with even higher stakes: clear, well-structured content that directly answers questions performs best, and AI engines cite the sources they can read most easily.
Takeaway
Get the technical foundations right at launch. Treat ongoing SEO as a content strategy, not a checkbox.
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