Now, what about driving a customer to your website in the first place? The main way content can be curated to bring in more customers is through search engine optimisation (SEO). There are so many things that go into this, from using particular keywords to customers find you in search results, to inbound links or backlinks. Internally, you want your website to have the content that brings customers in. SEO is more widely known about these days, but internal links are an often forgotten part of that- often being offered separately to normal SEO. Externally, you want people to point to your website- that’s an internal link. The better the sending website, the more popular your website will become. However, spam or poor quality links can lead to the website not ranking well or being penalised by Google in the rankings, while carefully crafted links take time to build but can be very rewarding. The key is to do SEO right, which is challenging, but rewarding, and like most good things- it takes a little patience to get the formula just right.