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A beginner’s guide to SEO

Digital Marketing


SEO – What does it stand for, what does it do & why is it important to you?


Search Engine Optimisation (SEO) is the function which search engines use to determine how visible a site is in its unpaid search results (i.e. not the paid for ‘featured’ ad spots at the top of Google…). These are referred to as ‘organic’, ‘natural’ or ‘earned’ results. The search engines rank results through analysing the image & video content of the website as well as local searches. A successful SEO campaign should result in your company coming out within the top 3 searches on page 1 of a Search Engine such as Google.


How does it work?


In order to climb through the results pages from base camp, through mediocrity, all the way up to the summit, digital marketing agencies engage in both on page and off page SEO. On page SEO refers to the content physically on a website and is directly manageable by the site operators; off page SEO refers to content not directly controlled by the website themselves, but is information from external sources, gathered by search engines that do not trust publisher content as it may be manipulated.



In conjunction with these ‘positive’ SEO factors, marketers will monitor the negative influences on a page’s SEO ranking; these consist of violations and penalties, which the search engines then punish by lowering their classification, in turn, resulting in the web-page featuring on the lesser pages of a search.


SEO is an ever evolving game, with new tactics and strategies being employed in order to achieve the best results for a specific website. With so many factors determining the outcome of each aspect of SEO, it is important for the website manager to constantly assess their progress, using each facet of the SEO toolkit to get thebest results. Within each aspect of SEO there are again many strategies, which can be utilised, and eventually those of us who are SEO challenged may become confused.


Fortunately, have produced an infographic that shows the various factors of each aspect of SEO. Not only are the areas titled, but they are also conveniently ranked in order of importance, which fortunately the good folks at XIST2 happen to agree with!