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A beginner’s guide to Search Engine Optimisation success

Both new and existing clients often ask us for a brief intro or ‘duffer’s guide’ to various aspects of web marketing. For us, success via web channels is usually a heady mix of sales, marketing, editorial and technical wizardry and it can be tricky to keep things short!

search marketing

Anyway, here’s my beginner’s guide to Search Engine Optimisation success, which covers the basics of any SEO marketing campaign.

Search Engine Optimisation (or ‘SEO’) is the practice of getting your website appearing further up the search engine listings for particular key words and phrases without paying for advertising. In short it involves optimising your website for both human & search engine visitors, as well as creating 'back links' to your website from other websites.

There are 2 types of SEO:

1. On-site organic search engine optimisation (SEO)

On-site organic SEO will usually require a web developer’s involvement but, with a good quality content management system (or ‘CMS’), you or your web administrator should be able to do this much of this independently. It includes generating appropriate keyword-rich page titles, Meta data, semantic page structure (use of Header tags), internal linking, URL structure, canonical URL analysis, W3C compliance, load time, error pages, redirects, content analysis (quantity, keyword density and duplicate content) and image ALT tags.

On-site SEO in a nutshell:

  • Requires keyword, industry & competitor research & analysis

  • Involves optimising your website, including existing web pages editorial & Meta data and creating new, optimised content where necessary based on your keywords.

  • Requires ongoing maintenance to keep your on-site content fresh and up-to-date

  • Can take a long time to see results

2. Off-site organic search engine optimisation (SEO)

One of the best things about off-site SEO is that you should be able to do all of this independently of a developer.It includes generating back links by adding your website to directory listings, posting to forums, writing & syndicating articles, blog posting & commenting, negotiating links, inclusion in wikis and social bookmarking.

Off-site SEO in a nutshell:

  • Involves link building, directories, creating & publishing press releases, mentions in forums, etc.

  • Requires keyword, industry & competitor research & analysis

  • Again requires ongoing maintenance to keep your off-site content fresh and up-to-date

  • Can produce results within a few months

Search engine marketing success

If you're serious about search engine marketing, we would recommend taking an holistic approach to search engine marketing – effectively combining organic and paid search marketing for a better all-round result.

To find out more about search marketing and how we can help you do better business online, get in touch today!


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