SEO, or search engine optimisation is one of those topics that can be a bit like nailing jelly to a wall. It is often difficult to explain to a client what it is, how it is developed and implemented and what it needs to work properly. All those considerations aside there is little argument that SEO is primarily to drive traffic and convert the traffic to desired end goal, be it email capture, a checkout cart or other final objective.
When speaking to an SEO specialist most people hear all sorts of jargon and in no time their eyes glaze over. There are two parts to the technical side of SEO – on page SEO and off page SEO. Each of these has can be subdivided into subsections too.