Search Engine Optimisation - what you need to know

Search Engine Optimisation (SEO) refers to techniques that help your website rank higher in organic (or “natural”) search results, making your website more visible to people who are looking for your product or your service via search engines like Google, Bing, and Yahoo.

Over the years, the recipe for ranking success has changed so here’s a short guide to help your customers find your Website rather than your competitor in an ever-growing world of online information and pages.

How we used to think about SEO

SEO used to be defined using two categories: on-page SEO (which consisted of keywords, page titles and image title tags) and off-page SEO which meant links, links and more links!  The idea was to have more than your competitors in order to beat them to the number one spot on the search results rankings.

The main problem with doing SEO in this way was that it was about quantity, not quality and was focused on search engines, not searchers.

How modern SEO works

Building on the practices of the past, modern SEO is more catered towards the end user.  According to Google, SEO is about creating a unique user experience for each visitor by creating content that is high quality, relevant and compelling.  Read Google’s full definition of SEO here:

Make SEO work for you and your Website

  • Content is King

Remember to write your Website content for humans – not search engines.  Write easy-to-read text which is well written and easy to follow.  Good, useful content will encourage users to share and direct others towards it.

  •  Create meaningful page titles

The contents of the title tag are displayed in the first line of the search results.  It should accurately describe what your page is about, and could include other important information such as the geographical location of the business or main focus or offerings.

  •  Use the page description metatag

This should summarise the page content to inform and interest users if they saw your description metatag as a snippet in a search result.  Make sure each of your pages has a unique description.

  •  Use alt-tags (descriptions) for images

You want your Website to be accessible for everyone.  Providing descriptions for each image on your Website enables text readers to explain to a blind or partially sighted user what the image is displaying.  Search Engine crawlers will also use alt tags to decipher image content so you’ll be increasing your SEO at the same time.


Now that you know the basics, you can ensure your Website has these fundamentals in place.  If you need a Website Audit or would like to have a chat about increasing traffic to your site, get in touch – we’d love to hear from you.