Introduction to SEO

- Why is SEO important?

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Search engines are tools people use to find answers to their questions or information about topics.

And the way these engines work is by crawling or searching the internet for content and categorising or indexing them so they can show people quality and relevant information about people’s searches.

Relevant information to searches are displayed on search engine results pages (SERPs) like shown the image below.


If for some reason, a search engine like Google is not able to find your content, people won’t see your pages for relevant searches on SERPs.

Also, if your content and pages are not better optimised than those of your competitors, people will see their pages first before yours.

So if you want Google and other search engines to properly find your online content and show your pages in higher search results, you need to optimise for search engines.

After all, you want to be seen on relevant SERPs and rank higher there so you can get more traffic to your website that you can potentially convert and profit from.

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Yet while search engine optimisation or SEO is one of the most important aspects of any website, it can also be challenging to get right. 

Even a tiny change in how you approach SEO could mean a big difference in your website’s ranking. And with search engine algorithms constantly adapting to trends and changing, it doesn’t make the work any simpler.

But you can do it. And with the right methods, you can increase the organic traffic to your eCommerce website.

The KAMG SEO Content Hub is a guide that will provide you all the basics and technicals for SEO, straight from our team of experts. 

Following these guidelines will make it easier for search engines to understand your content and rank you higher in search results.

What is SEO?

Before we dive into SEO, let’s first explain what a search engine is. 

Search Engine: A search engine is an online tool that helps people locate information online. Google, Yahoo, YouTube, Pinterest are all search engines. 

Search engines use a bot or spider that crawls the internet. That spider feeds the information it gathers to a server where data is analysed and categorised.

So for example, when you search for something like “cat training,” Google will know to show relevant information from its database of indexed content and pages.

To make sure that your website is part of the database and have your content and pages rank higher on SERPs, you need to do SEO.

Search Engine Optimisation: Commonly referred to as SEO, it is the process of optimising your website to improve the quantity and quality of traffic.

SEO is essentially you trying to make your website and its pages easier to find and understand by search engines while also convincing them that their content is worth showing to people doing relevant searches.

In simple terms, it’s the process of making sure that the right people are able to find your website by having your content show up and rank high on SERPs.

There are 3 Aspects of SEO

Aspects of SEO

Technical SEO

Technical SEO does not directly involve content optimisation. It primarily entails more in-depth manipulation of your website’s or server’s settings and features.

On-Page SEO

On the other hand, on-page SEO entails optimising elements of your site that are visible to users, such as content. It primarily entails ensuring proper keyword usage and optimising text and images.

Off-Page SEO

Off-page or off-site SEO is another category that includes strategies that you would implement outside of your website to benefit its SEO. It primarily entails obtaining backlinks.

How SEO Benefits Your Business

According to BrightEdge, “68% of online experiences begin with a search engine.” and “53.3% of all website traffic comes from organic search.”

Google is the leader in web search volume. 

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Source: Sparktoro

SEO ensures that the content and makeup of your website enables search engines like Google to show your web pages to people searching for things related to your website’s content.

So for example, if your business is selling pizza, good SEO enables people to use keywords related to pizza like “order pizza” or “pizza near me” to find your eCommerce store or website on search engines.

Shown below is the top portion of a SERP using the keyword “pizza near me.”


Essentially, SEO helps you to ensure that Google and other search engines know what your website is about. So when people are searching for things related to your topic, niche, category, or business, search engines know to show them your content and web pages.

Another dimension to SEO is that you can do it better than your competitor sites. 

If you are able to prove to search engines that your content is more relevant than those of other sites, they will show you on higher or top results of SERPs.

For example, in this SERP about the keyword “pizza recipe homemade,” the top result chosen by Google comes from the website That website should be the one that tops all others in content quality and relevance when it comes to things related to pizza recipes.


It is crucial to remember that research shows that websites on the first SERP receive nearly 95% of web traffic, leaving only 5% for the remaining search results pages.

Additionally, 67% of users will not go past the first 5 results.

So if your content appears at the top SERPs for searched keywords related to your business, you’re doing the right thing with excellent SEO.

And if you don’t make an effort to do competitive SEO, you can quickly lose your potential customers to the competition.

Therefore, SEO helps you:

  1. Ensure that people looking for what you offer through search engines can effectively find your content; and
  1. Convince people that what you have to offer is better than what others do.

With SEO, you can effectively:

  • Bring more users to your website;
  • Have more chances to convert them; and
  • Potentially earn more from those conversions.

You want more revenue from your eCommerce.

And one of the ways you must do to reach that goal is to implement excellent SEO.

SEO has been around for quite some time now and it is without a doubt one of the most important aspects of running your business today. 

And that’s what you will learn from this extensive KAMG SEO Content Hub. We cover everything from the basics to the technicals and best practices.

Amy Rendel

Amy Rendel


AMY RENDEL is a marketing consultant from South Africa currently residing in Israel. She has a B.Com in marketing and has worked with companies in South Africa, Israel, the UK, and the US. She spends her days writing blogs, website content and social media posts.

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Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions


The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.


For the purposes of this Privacy Policy:

  • Account means a unique account created for You to access our Service or parts of our Service.

  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

  • Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.

  • Country refers to: United Kingdom

  • Device means any device that can access the Service such as a computer, a cellphone or a digital tablet.

  • Personal Data is any information that relates to an identified or identifiable individual.

  • Service refers to the Website.

  • Service Provider means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used.

  • Usage Data refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

  • Website refers to Kas Andz Marketing Group, accessible from kasandz.

  • You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

Collecting and Using Your Personal Data

Types of Data Collected

Personal Data

While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to:

  • Email address

  • First name and last name

  • Phone number

  • Address, State, Province, ZIP/Postal code, City

  • Usage Data

Usage Data

Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

Tracking Technologies and Cookies

We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. The technologies We use may include:

  • Cookies or Browser Cookies. A cookie is a small file placed on Your Device. You can instruct Your browser to refuse all Cookies or to indicate when a Cookie is being sent. However, if You do not accept Cookies, You may not be able to use some parts of our Service. Unless you have adjusted Your browser setting so that it will refuse Cookies, our Service may use Cookies.
  • Flash Cookies. Certain features of our Service may use local stored objects (or Flash Cookies) to collect and store information about Your preferences or Your activity on our Service. Flash Cookies are not managed by the same browser settings as those used for Browser Cookies. For more information on how You can delete Flash Cookies, please read “Where can I change the settings for disabling, or deleting local shared objects?” available at flash player.
  • Web Beacons. Certain sections of our Service and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of a certain section and verifying system and server integrity).

Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

  • Necessary / Essential Cookies

    Type: Session Cookies

    Administered by: Us

    Purpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services.

  • Cookies Policy / Notice Acceptance Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies identify if users have accepted the use of cookies on the Website.

  • Functionality Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies allow us to remember choices You make when You use the Website, such as remembering your login details or language preference. The purpose of these Cookies is to provide You with a more personal experience and to avoid You having to re-enter your preferences every time You use the Website.

For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy.

Use of Your Personal Data

The Company may use Personal Data for the following purposes:

  • To provide and maintain our Service, including to monitor the usage of our Service.

  • To manage Your Account: to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user.

  • For the performance of a contract: the development, compliance and undertaking of the purchase contract for the products, items or services You have purchased or of any other contract with Us through the Service.

  • To contact You: To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application’s push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.

  • To provide You with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information.

  • To manage Your requests: To attend and manage Your requests to Us.

  • For business transfers: We may use Your information to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Data held by Us about our Service users is among the assets transferred.

  • For other purposes: We may use Your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Service, products, services, marketing and your experience.

We may share Your personal information in the following situations:

  • With Service Providers: We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You.
  • For business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of Our business to another company.
  • With Affiliates: We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us.
  • With business partners: We may share Your information with Our business partners to offer You certain products, services or promotions.
  • With other users: when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside.
  • With Your consent: We may disclose Your personal information for any other purpose with Your consent.

Retention of Your Personal Data

The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

  • Comply with a legal obligation
  • Protect and defend the rights or property of the Company
  • Prevent or investigate possible wrongdoing in connection with the Service
  • Protect the personal safety of Users of the Service or the public
  • Protect against legal liability

Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

Links to Other Websites

Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us:

  • By email: