In [J. Cantarella, J. Parsley, J. Geom. Phys. 60:1127 (2010)] Cantarella and Parsley introduced the notion of submanifold helicity. In the present paper we investigate properties of surface helicity and in particular answer two open questions posed in the aforementioned work: (i) We give a precise mathematically rigorous physical interpretation of surface helicity in terms of linking of distinct field lines. (ii) We prove that surface helicity is non-trivial if and only if the underlying surface has non-trivial topology (i.e. at least one hole). We then focus on toroidal surfaces which are of relevance in plasma physics and express surface helicity in terms of average poloidal and toroidal windings of the individual field lines of the underlying vector field which enables us to provide a connection between surface helicity and rotational transform. Further, we show how some of our results may be utilised in the context of coil designs for plasma fusion confinement devices in order to obtain coil configurations of particular "simple" shape. Lastly, we consider the problem of optimising surface helicity among toroidal surfaces of fixed area and show that toroidal surfaces admitting a symmetry constitute global minimisers.