Guide

Search engine optimisation (SEO)

Introduction

Increasingly customers are searching online to find products and services they require. It is more common for users to access websites via search engines rather than the web address. To ensure that your website is appearing prominently in the natural listings, ie the free listing on a results page, you can do certain things. Search engine optimisation (SEO) helps tune website content to improve visibility.

Search engine visibility is the key to online success. Search queries bring interested users directly to a website or service. However, the vast majority of those using search engines will not go beyond the first page of results. The higher you rank in a search engine's index, the more visible you will be. This means more visitors, who can be turned into customers.

This guide will show you how search engines work and provide practical advice on how to improve your SEO. It also advises on unacceptable techniques that can damage page ranking.