One of the most challenging aspects of creating digital content is not only knowing what content to write, and when to deliver it, but how to make it visible to search engines, and subsequently, to the audience you need to reach.

According to Infront Webworks, the first page of Google receives 95 percent of web traffic, with subsequent pages receiving 5 percent or less of total traffic. But how do you make it to that coveted page one and amplify your discoverability?

Reflexive Media's Managing Director Tom Rusling explains that the key is understanding how your audience is searching in the first place.