Search Engine Optimisation (SEO) | The Online Advertising Guide

SEO stands for Search Engine Optimisation. It is not some complicated form of digital marketing witchcraft. SEO just means making Search Engines such as Google like your webpage the most for a search.

If someone searches for cheese, then Google tries to show them a list of pages about cheese that will please them most. If you have a webpage about cheese, then Search Engine Optimisation is how you get your webpage to the top of the list that Google shows people.

You can do this in a variety of ways – all of which are broadly covered in this guide. Search Engines are forever tweaking how they work so that they give better results however, so no guide will ever cover absolutely everything. We will endeavour to keep adding to this guide however to give you the best information we can.

Every site should optimise their site for search engines. It is one of the core digital marketing strategies. With Google being the main source of traffic for the majority of sites on the internet, SEO is not something that can, or should, be ignored.

While they work in similar ways, Search Engine Optimisation does not include using Paid Search ads. SEO is all about making your website rank highly in search engines naturally – without paying. Having said that, Paid Search and SEO go hand in hand really. Doing both together works better than doing either one separately.

As it can take a while for results from Search Engine Optimisation to become apparent, it is vital to get started as soon as possible. It’s also important to keep in mind that other people are also working on the SEO of their websites too. This means that even if you do a great job, your sites rank will fluctuate. This means you have to keep up with your SEO efforts on an ongoing basis.

Note: This is just a top-level guide. If you have anything to add, please get in touch at

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