SEARCH ENGINE OPTIMISATION
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The Drum
Google Premier Partner
Getting to the top of Google’s search results isn’t about luck—it’s about earning your place. To get there, your brand and website need a strategic approach. With hundreds of ranking factors and more than 5,000 algorithm updates last year alone, Google rewards websites that deliver genuine value, top-notch content, and exceptional user experiences. At Found, we know what it takes to help your brand rise through the rankings and stay ahead of your competition. With over 8.5 billion search engine searches everyday, being Found has never been more important.
At Found, we turn SEO into a game-changing growth engine for your business. In a constantly evolving search landscape, our experts stay ahead of the curve—delivering organic success that aligns with your commercial goals and broader marketing strategy. We combine customer-centric content, technical Search engine optimisation know-how, and authority-boosting PR with smart collaboration across PPC and Paid Social to drive real, measurable impact.
What is SEO?
Search Engine Optimisation (SEO) is the art and science of enhancing your website’s visibility on search engines like Google, Bing and Yahoo!
When done right, SEO ensures your business appears at the top of search results when potential customers are looking for products or services your brand offers, this in turn drives meaningful organic traffic to your site.
In its simplest form, SEO is about understanding your audience’s search behaviour and meeting their needs with relevant, high-quality content. But it’s not just about keywords – there’s so much more to it. Effective SEO involves a blend of technical expertise—such as improving site speed and mobile usability—strategic content creation, and building your brand’s authority through credible backlinks and PR.
In today’s digital-first world, where competition is fierce and search algorithms are ever-changing, SEO isn’t a ‘set and forget’ task. It requires a proactive approach, adapting to new trends and search behaviours to maintain and improve your rankings.
SEO ISN’T JUST A SINGLE CHANNEL. IT IS THE THREAD THAT WEAVES THROUGH PLATFORMS, MAXIMISING YOUR DIGITAL INVESTMENT AND DELIVERING UNPARALLELED PERFORMANCE ACROSS ALL SEARCHABLE PLATFORMS.
Benefits
Looking to grow your brand online? SEO is essential for this, as it enables you to stay competitive, reach the right audience, and drive more conversions. By improving website rankings on Google and other search engines, SEO helps attract more organic traffic, increasing brand visibility and credibility. A well-optimised site enhances your users experience, making it easier for potential customers to find information and make purchases. Local SEO is especially valuable for businesses targeting specific regions, helping them appear in local searches.
As a digital marketing channel, SEO is a cost-effective, long-term strategy that delivers sustainable results compared to paid advertising. Search engine optimisation means more than just visibility—it’s about achieving sustainable growth, building trust with your audience, and ensuring your brand is found by the right people at the right time. It’s an investment that, when executed well, delivers long-term value and measurable business impact.
The Evolving Landscape
Search Engine Optimisation (SEO) has transformed dramatically over the past few decades. From the early days of keyword stuffing to today’s AI-driven algorithms, SEO has continuously evolved to keep pace with digital discovery. In recent years, artificial intelligence (AI) and the rise of alternative search platforms have reshaped how brands approach online visibility. With so many factors influencing search, brands must now adopt a more comprehensive and strategic approach.
According to Demandsage’s latest data, Google processes approximately 99,000 searches per second, with 60% of these coming from mobile devices. This highlights the vast opportunities for brands that can secure top positions in search results. However, Google is just one of many platforms users turn to for information. The search landscape is now more fragmented than ever, requiring businesses to optimise for multiple channels.
A SparkToro study of 332 million Google searches found that navigational searches—where users look for specific websites—dominate queries. Informational searches also account for a large share, as users seek knowledge and answers. Meanwhile, commercial and transactional searches, though smaller in volume, play a crucial role in driving conversions.
Beyond traditional search engines, advancements in technology, changing consumer behaviours, and the rise of new search channels have significantly impacted SEO. Users are increasingly relying on image and voice searches, meaning brands must optimise for these formats to remain discoverable.
The Rise of AI
AI is now central to modern search engines, enabling them to process complex queries and deliver highly relevant results. Google’s AI-driven algorithms—such as RankBrain (2015) and the Multitask Unified Model (MUM) (2021)—demonstrate this shift, allowing search engines to better interpret user intent.
Notably, AI Overviews now appear in over 34% of search engine results pages (SERPs), up from 25% in September 2024, according to Xponent21. As AI continues to enhance search accuracy and efficiency, businesses must ensure their content is optimised to align with these evolving algorithms.
“As Google, TikTok, and the ever-evolving search landscape redefine the very essence of effective SEO, we’re right there, leading the charge. Through our Everysearch™ approach, we maximise the power of SEO to create organic impact across every searchable platform.”
Get in touch with Dan todayThe Growth of Social and
Traditional search engines like Google are no longer the sole gateways to information. More users are turning to social media, e-commerce platforms, and AI-powered tools to find answers. With 40% of Gen Z users starting their searches on social media and an increasing number of searches happening in-browser, the rules of SEO are shifting.
This shift calls for a broader approach—one that ensures brand visibility across multiple touchpoints. The concept of “Search Everywhere Optimisation” has emerged, emphasising the need to build a strong presence beyond traditional search engines.
Introducing
To navigate this evolving landscape, Found has developed the Everysearch™ framework. This industry-leading approach recognises that search extends far beyond Google, encompassing platforms such as social media, forums, e-commerce sites, and travel portals.
Everysearch™ helps brands understand where and how their audiences search for information, allowing them to optimise their presence across all relevant channels. At the core of this framework is Luminr, Found’s proprietary platform that consolidates diverse search data into a single, intuitive interface. Luminr provides deep insights into search performance, audience behaviour, and competitor strategies—empowering businesses to refine their SEO approach with precision.
Adapting to
As AI continues to shape the search landscape, businesses must evolve their SEO strategies to stay ahead. This means optimising content for AI-driven algorithms, adapting to platform-specific search trends, and maintaining authenticity in a digital world increasingly influenced by AI-generated content.
By embracing frameworks like Everysearch™, brands can confidently navigate the complexities of modern SEO, ensuring they remain visible, relevant, and competitive in an ever-changing digital marketplace. SEO is no longer just about ranking on Google—it’s about being discoverable everywhere. Businesses that stay informed and agile will be best positioned to capture audience attention and drive meaningful engagement across multiple search channels.