Introduction to Search Engine Optimisation

SEO 101


Search Engine Optimisation or SEO is the process whereby a website is tweaked or optimised for the search engines such as Google and Bing. This process involves the implementation of various techniques, all which help the site rank higher on the search engines’ results pages or SERPs. People hardly know the correct URLs of websites, and most of them depend on search engines to get the information they want. That’s why most of the traffic is generated through online searches. As such, it becomes essential for any website that wants to attract an audience to rank high on the results pages of the search engines.


Companies spend a lot of money in availing the services of internet marketing and SEO experts who can help them in optimising their sites. These specialists assess the progress of the site, and through various techniques, they try and ensure that all the web pages of the site are indexed multiple times by the search engines. Search engine optimisation is an essential tool for website or business promotion, and it can’t be ignored, especially in this day and age where competition is stiff across all niches. It’s not just the small and medium companies that need SEO; even large corporate business have to employ SEO if they want to stay ahead of the game.


The Popular SEO Techniques

There are numerous search engine optimisation techniques, but they all fall into two main categories:

On-Page SEO

This involves SEO techniques that are done directly on the site. It is basically the process of ensuring that the keywords are in the right places, ensuring there’s proper information of what the site is about and ascertaining that the content is relevant.

Off-Page SEO

This, on the other hand, is all about creating links and getting other sites(preferably authoritative) to link back to your website. The more sites that link back to yours, the more the search engines will mark you ‘important’.


On Page SEO usually accounts for 20 to 30 percent of your total SERPs and Off Page SEO is generally 70 to 80 percent of your rankings. The key to success with any SEO campaign is good content. Creating content is usually the first step and optimisation follows. High quality, informative and relevant content is crucial to giving you the best chance of drawing traffic that converts from the search engines. Optimisation ensures that your site is visible and friendly to both the search giants and the users.