What is SEO

A Guide To Search Engine Marketing

What is it? – SEO or Search Engine Optimisation

A structured approach used to increase the position of a company or its products in search engine listings for specific key words and phrases in the unpaid listings.

Who uses it?

Many organisations or website owners use this to get their site higher in the search engine pages. They all need to understand clearly how there site’s indexed on the search engine.

Relevant KPI’s

  • Position in the rankings
  • Number of inbound links
  • Increased number of clicks
  • Average page view increase

Why is it useful to an organisation?

  • A higher position on a term will mean higher levels of traffic

Top Tips

Think about your target audience and what key words they will be searching


Target Audience – A specific group of people that a marketing message or a product is aimed at.

Search Engine – A website used to retrieve information, data and files.

On Page – Applying markup/HTML tags – e.g. The title tage -, the heading tag

Off Page – These are off site factors that aren’t controlled by you or the markup/coding on the page. These are things like the page rank and link popularity.

Title Tag – To achieve high rankings on search engines this is very important. It is what appears as the clickable link on the results page of the search engine.

Alt Tag – This offers alternate text which is supplied when an image cannot be displayed. This can be helpful when they use key words and phrases to best describe the page the image in pointing to.

Google Algorithm – This is what google uses to decide which pages are most relevant to the searchers keyword search.

Anchor Text – These are the words in the clickable part of the link. This is important because it gives the search engine extra weighting when determining whether or not the result(s) are relevant. This is also known as link text.

Backlinks – These are the links that point to any given web page.

Black Hat SEO – Those who use techniques against webmaster guidelines to gain an advantage within the search engines in an unfair way.

Dead Link – This is exactly what it says in the name. A web page that points to another web page that no longer exists.

Google – This is the worlds most popular search engine.

HTML – Hyper Text Markup Language (tags)

Key word – This is a word someone may type into a search engine to say what they are looking to find.

Meta Description Tag – These are usually placed just after the title and before the Meta Keywords tag using HTML code. However, google doesn’t use this as a ranking signal.

Optimization – Making a website the best that it can be.

Page Ranking – A page or URL is positioned in the search results when someone gives a search query.

SERP (Search Engine Results Page) – This is the page that appears after a searcher types in their query/ key word(s) and clicking search.

White Hat SEO – Following the search engine guidelines only when optimizing a website.

Long Tail – Specific phrases searched for that narrow a search down and higher intent for searchers (these phrases are normally 2 or more words long).

Spider / Robot – These are software processes set on by search engines to index web pages of registered sites regularly. Between pages they follow links and record the reference URL of a page for future analysis.

Crawling – This is the action that the spider / robot does when indexing web pages.

Webmaster – This is someone who manages/looks after one or more websites.

Permalink – This is where the page is located on the internet and is unique. This is the site address (shown in the address bar on the search engine). Search engines use the keywords within the permalink to classify the page.

Link structure – This refers to the way the links within the web page work together. It is vital for this to be well planned out to make sure the page gets the attention it needs, and to increase the sites ranking.

Useful Sites