SEO (Search Engine Optimisation)
SEO (Search Engine Optimisation) is a set of techniques and practices aimed at increasing the visibility of websites in the organic (unpaid) results of search engines, especially Google. Unlike paid advertising, SEO delivers long-term, sustainable traffic without paying for every click. Quality SEO covers technical optimisation of the website, creation of valuable content, and link building.
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How organic search works
Google uses complex algorithms that crawl and index billions of web pages. When a user enters a query, the algorithm evaluates hundreds of factors — content relevance, loading speed, mobile friendliness, domain authority — and orders the results from most to least relevant. The first 5 organic results capture more than 70% of all clicks, which is why a position on the first page is essential.
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On-page and off-page SEO
On-page SEO covers everything you can influence directly on your website: quality copy, correct headings (H1–H6), meta tags, image optimisation, and internal linking. Off-page SEO focuses on factors outside your website, primarily backlinks from trustworthy sites. The combination of both approaches delivers the best results — content alone without links is not enough, and vice versa.
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Technical SEO
Technical SEO deals with the back end of your website: loading speed, URL structure, correct redirects, the sitemap, the robots.txt file, and Core Web Vitals. Without a solid technical foundation, a website cannot reach top positions, even with the best content. At Appitect, we build websites on Next.js, which natively supports server-side rendering and fast loading — two key factors for technical SEO.
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Measuring SEO results
We measure SEO results with tools like Google Search Console and Google Analytics. We track key metrics: keyword rankings, organic traffic, click-through rate (CTR), and conversions from organic search. SEO is a long-term strategy — first results typically appear in 3–6 months, but the return on investment is significantly higher than with paid advertising.
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Practical example
Imagine you run an e-shop with natural cosmetics. Thanks to SEO optimisation, your site reaches the top spot for the query „natural cosmetics e-shop“. This query is searched roughly 2,400 times per month. With an average click-through rate of 30% on the top position, you gain 720 visitors per month completely for free. At a 2% conversion rate, that means 14 orders per month from this single keyword — without spending a single penny on advertising.
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