What Is SEO (Search Engine Optimisation)?

What it applies to

Every public-facing page of a website. SEO is not a one-time task — it is an ongoing practice spanning technical health, content creation, and authority building.

The three pillars of SEO

• Technical SEO: Ensures search engines can crawl, render, and index the site correctly. Covers page speed, Core Web Vitals, HTTPS, XML sitemap, robots.txt, URL structure, and structured data.
• On-page SEO: Optimises individual pages for target keywords. Covers title tags, meta descriptions, heading structure, content quality, image alt text, and internal linking.
• Off-page SEO: Builds the site's authority through external signals — primarily high-quality backlinks from relevant, authoritative websites.

Getting started

• Set up Google Search Console and submit your XML sitemap — this is the foundational step for any new site.
• Run a technical audit using Screaming Frog or Ahrefs Site Audit — fix crawl errors, broken links, and missing metadata before investing in content.
• Conduct keyword research and map one primary keyword to each page.
• Create a content calendar targeting informational keywords your ICP searches for — blog content compounds over time.

In Webflow

Webflow produces clean, semantic HTML that gives a strong SEO baseline. Use per-page SEO settings for title tags and meta descriptions, global settings for default OG images, CMS field bindings for dynamic metadata, and Webflow's built-in sitemap generation (published automatically at yourdomain.com/sitemap.xml).