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Search engine optimisation (SEO) is the art of making your content easily findable online. This guide explains how free online search tools can help you to become more visible and even create the content that people want, based on what they’re searching for. 

Keyword research will help you to appear high in external search engines like Google, and deepen your understanding of your audience. Additionally, by using search people are telling you in their own words what they want, and you can answer those queries directly with your content. This guide from Culture 24 explains how to utilise SEO for your organisation.