SEO stands for Search Engine Optimisation The objective of SEO is to enhance your website in order for it to rank as highly as possible for key terms on search engines such as Google and Bing These search engines send bots to crawl sites on the internet to find out how relevant your content is for their users Search engines want to provide as good a customer experience as possible for searches on their site Therefore if you re providing an excellent content package for a given search term you should rank highly on the search engine results pages SERPs However you may think that you have great content but is it so great in the eyes of Google The algorithm that search engines use to determine how highly a page should rank for a given search term is highly sophisticated On the other hand it is still a computer algorithm and follows a set of guiding rules and principles to determine the outcome If you are aware of these principles and use them to create content you will have a better chance at ranking and getting organic traffic to your site It s worth mentioning that these rules all relate to the user experience in some way However these factors are constantly being altered and added to making SEO an ever-changing science For example the concept of EAT Expertise authority or trustworthiness is a relatively new ranking factor which had a massive impact on the rankings of many big websites caught unaware EAT in simple terms dictates that only those with the authority and expertise should be able to write about a certain topic For instance a non-medical professional writing about the health impacts of COVID-19 will now find it very hard to rank on Google This I can think we all agree is a good thing