What is Search Engine Optimization (SEO)?

SEO is the technical art of building, deploying, optimizing, structuring and placing content with the objective that it will be more likely to be returned as a result by a search engine, also called “Organic Traffic”. The performance of SEO is typically the positioning and being in the number 1 spot, and more recently the highly vaunted position 0, which is the spot reserved for snippets, in search Q&A and often Seo-term-guidespedia and Google My Business data – between Google Ads and the organic results. SEO has been alive and well since the mid-1990s, where keyword stuffing inside meta data (specifically the meta-keywords object) was all the rage.

In executing an SEO campaign today, SEO managers need to be mindful of concepts such as on page SEO, Authority, linking, Google compliance (keeping aligned to the Google Terms of Use, which governs spam and gaming the Google Index).

Google is a great source for information and myth-debunking about SEO, which is sadly plagued by millions of myths. Our co-found and lead strategist, David Quaid, has been writing about SEO for years, where he’s one of the number one read authors on site like Quora and Reddit, posting over a million reads to date, helping people to understand how SEO works and talking about the myths, questions, theories and strategies related to SEO.

What SEO entails varies from person to person but to us its really simple – Google’s PageRank Algorithm is publicly available and is not the subject of speculation or mystery as many people would have you believe. Its precise workings today alongside many other Google updates are simple to understand – Google wants to connect you to the right or best answer to your search query as fast as possible. And because we’re all human, 25% of that search every day is brand new search that Google has never seen before.

These are some of the concepts and tools an SEO will use – if you’re looking to determine if an SEO strategist or manager is right for you, score them on familiarity with these terms:

On-site SEOMaking sure that pages are built properly, have page titles, links, are listed in a sitemap etc
H1 TagsThese are page headers and we recommend one per page
SERPSearch Engine Ranking Position – generically a report or tracking database that monitors how a domain and/or web pages are ranking
Search ConsoleGoogle’s main compliance and organic traffic reporting tool
Alt-textOn-site SEO – tagging images so that browsers, screen readers, people and search engines can identify or understand what an image represents
Perma-rankPages that have been number 1 for so long they never move
Position 0The vaunted large position above the standard text results (1-10)
QDFQuery Deserves Freshness
ClickWhen user clicks on a link, image or object that then hyperlinks them to another page, action or form
Google AnalyticsGoogle’s free web analytics tool
Whitehat SEODoing SEO using ethical practices, generally speaking a non-spam strategy that completely obeys Google’s ToS (Terms of Service)
Greyhat SEOSomeone who adopts a strategy that is largely aligned with Google’s ToS with some broader interpretation to occasionally breaking it but under fair play. Very subjective.
Blackhat SEOBlackhat SEO is a description term for an SEO Strategy that almost certainly sets out to build a search traffic channel by knowingly and willfully disregarding the Google ToS. This doesn’t make it illegal or criminal in nature but Blackhat tactics are strongly decried publicly and strongly warned against especially for businesses and people with less than exemplary experience and skills.


We’ve been providing kick ass SEO solutions for companies like Kemp (acquired in 2019 by Mill Point Capital), Microsoft (Ireland), Irish Ferries (plc), Sage (plc), CPL Resources (plc).