Understanding SEO: how it works and why it matters

Search Engine Optimisation (SEO) makes it easier for customers to discover your food business online. By getting the basics right - like meta titles, descriptions and images - you can boost visibility, build trust and attract more orders without paying for ads.

What is SEO?

Search Engine Optimisation (SEO) is about making your website easier to find in search results. It’s the process of improving your site’s content, structure and technical setup so that it ranks higher when people search for keywords relevant to your business.

The goal is to attract more organic (non-paid) traffic by showing search engines - and customers - that your site is relevant and trustworthy. Done well, SEO builds visibility, credibility and consistent traffic that can lead to more sign-ups, orders or enquiries.

Why SEO is important

Ranking higher in search results means more potential customers can discover your business. In a competitive online space, this can be the difference between steady growth and being overlooked. SEO is a long-term strategy that builds:

• Visibility – your website is easier to find

• Trust – higher rankings increase credibility

• Growth – more consistent traffic and more opportunities for conversion

Get the basics right: meta titles, descriptions and images

1. Meta title

The meta title (or title tag) is the headline that appears in search results, browser tabs and social media links. It’s one of the most important ranking factors. Customers use it to decide whether to click, so it needs to be clear, relevant and concise.

Best practices:

• Use keywords that reflect the main topic of the page

• Include your brand name to build recognition

• Keep it under 65 characters so it isn’t cut off

Example:

• ❌ "Best Homemade Meals in Melbourne | Fresh Weekly Delivery by Mary Street Kitchen" (too long – gets cut off)

• ✅ "Best Homemade Meals in Melbourne | Mary Street Kitchen" (shortened – clear, includes brand, keywords intact)

By keeping it concise, you make the title more effective while still capturing the main idea and brand name.

2. Meta description

The meta description is the short text shown under the title in search results. It doesn’t directly influence rankings, but a good description improves click-through rates by encouraging people to visit your site.

Best practices:

• Keep it concise (up to 140 characters)

• Include relevant keywords (Google may bold them)

• Give a clear, appealing overview of the page

Example:

• ❌ "We make homemade meals for delivery. Order now from Mary Street Kitchen to enjoy the best food in Melbourne, crafted by passionate cooks who care about quality" (too long – risks being cut off)

• ✅ "Order homemade meals in Melbourne. Fresh, delicious dishes from Mary Street Kitchen, delivered weekly to your door." (fits within the 140 character limit – concise, clear, keyword-rich)

3. Images

Images can also impact SEO. They appear in search and social posts, and can either help or hinder your visibility.

Best practices:

• Quality and relevance: use clear, high-resolution images that match your content

• File names: use descriptive, keyword-rich names (e.g. organic-vegetable-garden.jpg)

• Alt text: write descriptive text to help search engines and improve accessibility

• File size and format: compress images to keep load times fast; use JPEG, PNG or WebP depending on purpose

• Sizing: use responsive images and avoid unnecessarily large files (1200 x 628px works well)

• Captions: add context and encourage engagement

Optimised images improve user experience, speed and visibility. Looking for more tips? See our articles on Why food imagery matters and How to take great food photos.