---
title: "What is SEO - Search Engine Optimisation? - Light Bulb Web Design Blog - Light Bulb Web Design in Carlisle, Cumbria, and the UK - The UK Creative Agency who delivers"
description: "Find out what SEO actually is, and what you need to know about it when working on your website."
url: "https://www.lightbulbwebdesign.co.uk/website-design-blog/entry/seo-more-than-pulling-keywords-out-of-a-hat"
date: "2026-06-05T23:09:10+00:00"
language: "en-GB"
---
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# SEO - More than pulling keywords out of a hat!
[Website Design](https://www.lightbulbwebdesign.co.uk/website-design-blog/categories/website-design)
[Chris Wilcox](https://www.lightbulbwebdesign.co.uk/website-design-blog/blogger/chris)
Thursday, 15 December 2022
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[  ](//www.lightbulbwebdesign.co.uk/images/easyblog_articles/116/what-is-search-engine-optimisation-seo.jpg "What is SEO - Search Engine Optimisation?")
SEO can be a difficult investment to consider, yet one of the most common requests I get for new enquiries is that they want their website 'to be top of Google'.
Because it can feel like some form of magic, it rightly puts people off - when you don't understand something, it doesn't feel like a safe option.
SEO is short for Search Engine Optimisation.
It's all about getting your business, products, and services, visible on search engines.
Key to all of this is understanding exactly what your ideal client is typing into Google (and other search engines like Bing), and critically, how often are those searches happening.
As a business owner, it can seem obvious what these 'keywords' are. This is the first mistake - certainly, some of your thoughts are probably accurate, yet this is the tip of the iceberg.
Search terms/keyword phrases often vary quite considerably - there will be many variations on a theme, and usually a lot more that we don't even know about until our research is complete.
From there, we also work on understanding search intent - what do those ideal clients want to find and read about when they land on your website from a search?
What pages does your website need to effectively target the range of keywords your ideal clients are using?
How do we answer their questions, what words do they need to read, to gain their trust and belief that you are the safe choice for them?
For us, SEO is never about pulling keywords out of a hat - given we won't even touch design until the copywriting is approved, we also won't touch copywriting until the SEO research and data is available.
Ideally, SEO should be a longer-term project as well - revisiting search stats, further optimising page content, blog posts, product descriptions etc., as more data and information is available from your own website.
If you want to be sure your website is in the best position to be found by customers who don't know you exist, SEO should be an investment that is part of any new website you commission.
Just don't be fooled by those web designers who 'optimise every website for Google - they are the ones pulling random keywords out of hats.
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#### About the author
[  ](https://www.lightbulbwebdesign.co.uk/website-design-blog/blogger/chris)
### [Chris Wilcox](https://www.lightbulbwebdesign.co.uk/website-design-blog/blogger/chris)
[ ](https://www.lightbulbwebdesign.co.uk) [ Subscribe to updates from author ](https://www.lightbulbwebdesign.co.uk/javascript:void(0);) [ Unsubscribe to updates from author ](https://www.lightbulbwebdesign.co.uk/javascript:void(0);) [ Chris Wilcox ](https://www.lightbulbwebdesign.co.uk/website-design-blog/blogger/chris)
Chris is the founder and lead strategist at Light Bulb Web Design, a UK‑based creative agency specialising in psychology‑driven, AI‑ready websites for professional service businesses. From law firms and financial practices to property and consultancy brands, he helps organisations turn underperforming websites into high‑trust, high‑converting digital assets.
With a background rooted in web design, technology, and human‑centred strategy, Chris writes about the real issues holding most websites back; unclear messaging, bloated builds, weak trust signals, and structures that search engines and AI simply can’t interpret. His work blends behavioural insight, technical precision, and a deep understanding of how people make decisions online.
Chris speaks at industry events, sharing practical, no‑nonsense guidance on AI‑aware optimisation, digital trust, and the future of web strategy. When he’s not building or refining websites, he’s exploring the intersection of technology, psychology, and business growth - and helping service‑based brands show up online with clarity, confidence, and credibility.
##### Author's recent posts
[More posts from author](https://www.lightbulbwebdesign.co.uk/website-design-blog/blogger/chris)
[ Thursday, 04 June 2026 Smart Generative Engine Optimisation: The Essential Guide ](https://www.lightbulbwebdesign.co.uk/website-design-blog/entry/smart-generative-engine-optimisation-the-essential-guide)
[ Wednesday, 27 May 2026 What are AI Markdown Pages, and why do they matter for your business? ](https://www.lightbulbwebdesign.co.uk/website-design-blog/entry/what-are-ai-markdown-pages-and-why-do-they-matter-for-your-business)
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