SEO (Search Engine Optimization)
Improving a site so it ranks and is found in search results.
Search engine optimization is the practice of improving a website so it ranks higher in organic search results and is discoverable by the right audience. It spans technical setup (crawlability, speed, structured data), content, and links.
Good design supports SEO directly: fast, accessible, well-structured pages with clear hierarchy and clean information architecture both rank better and convert better.
Key characteristics
- Optimising a site to earn visibility in organic (unpaid) search results.
- Three pillars: technical (crawlability, speed), on-page (content, keywords), off-page (links, authority).
- Increasingly includes answer-engine optimisation for AI search and overviews.
- A compounding channel — results build over months but persist.
Example
Publishing a thorough "Framer vs Webflow" comparison, structuring it with clear headings and FAQ schema, and earning a few quality links can rank it and attract steady buyer traffic for years.
Frequently asked questions
How long does SEO take to work?
Typically three to six months to see meaningful movement, longer for competitive terms. It compounds over time, unlike paid ads which stop the moment you stop spending.
What is the difference between SEO and SEM?
SEO earns unpaid organic rankings; SEM (search engine marketing) usually refers to paid search ads. Many strategies combine both — ads for immediate reach, SEO for durable traffic.
Need this done, not just defined?
I design and build it — Framer sites, product UI/UX, and more.