What is SEO – Search Engine Optimisation?

Search Engine Optimisation

More and more people are becoming aware of the need to Search Engine Optimise their website, but aren’t clear what SEO means or how to go about it. Hopefully the information here will help – feel free to contact us for more information on how we can assist, read SEO Hints & Tips on our Blog or why not get some SEO training?

Search Engine Optimisation is the process of doing things to try to make your website appear higher up in the natural, or organic, search engine results – therefore driving more business through the site.”

Clearly this only applies to searches being made by internet users using search terms that indicate that they are potentially interested in your products or services – there is no point ranking highly for people searching for Search Engine Optimisation if you only offer Web Design for example.


Search Engine Optimisation – strictly speaking – is NOT doing things such as paid advertising (AdWords advertising/banner advertising), improving your website operation (Conversion Rate Optimisation), improving your position on social networks (Social Media Optimisation), etc. These, and other Internet Marketing activities, sit alongside SEO, and all should be considered as a potential part of your ‘marketing mix’. ”


Search Engine Optimisation generally involves the following steps:

Website SEO Review

The way that a website has been developed, especially if wasn’t developed without SEO in mind, can prevent it being well indexed by the search engines. We recommend starting with a thorough review of a website, looking for any technical and content issues that might present barriers to the search engines.

SEO Plan

Deriving a prioritised SEO plan (based on the website review) is key to getting the most out of your SEO work. There are many different facets to SEO work and it is important to focus on those that will deliver the best results for the effort you put into them.

Keyword Research

A key stage of SEO work is to research what keywords people are actually using to search for your products or services by. Certainly you will start with a good idea from your own intuition, but tools exist that can help with research and enable you to group related search terms ranked by search volume.

Establishing Relevancy

Having determined and grouped the keywords that people are searching for, the next step is to ensure that there are ‘landing pages’ for each group of keywords. A ‘landing page’ is just a web page that is closely targeted at a specific group of keywords – the keywords appearing throughout the page content and implementation data. Note: this may involve updating existing pages, restructuring your site or adding further pages to target more specific search terms with more specific content (e.g. adding a page to target ‘Web Design Peterborough’ in addition to the landing page for ‘Web Design’). This process can deliver quick improvements to traffic if the site is reasonably well established.

Building Authority

Whilst establishing relevancy is mostly about the content (and its implementation) on your website, building authority is done by building links to your website. This is ongoing work: building links through directory research, directory submissions, reciprocal linking, Google places, Google Merchant Center, writing articles, online PR, news, blogging, Social Media engagement etc. This process takes time and after initial gains for poorly established or new sites delivers slow and gradual improvements (it is something that should be viewed as a part of your ongoing online market effort) but over time the effort is rewarded and can deliver huge benefits to the business.

We are firm believers that the best SEO results are achieved through a close working relationship between the customer and the SEO expert – the SEO expert tackling the ‘one off’ technical SEO issues and providing training & support to allow the customer to optimise relevancy and then build authority over time.

If you feel your business could benefit from Search Engine Optimisation then please get in touch to discuss how we can help you.