A Beginner’s Guide to SEO: What It Is & Why It Matters

by | Apr 18, 2023 | Search Engine Optimisation | 0 comments

Search Engine Optimisation (SEO) is a crucial aspect of digital marketing that helps businesses improve their online presence and attract more customers. This beginner-friendly guide will provide a comprehensive introduction to SEO, explaining its key principles and the common terminology used in the industry.

What is SEO?

SEO, short for Search Engine Optimisation, is the process of enhancing a website’s visibility in search engine results pages (SERPs) for specific keywords or phrases. The main goal of SEO is to attract more organic (non-paid) traffic, leading to increased conversions and revenue for your business.

Why is SEO Important?

Achieving higher search engine rankings can have a significant impact on your website’s traffic and conversion rates. By targeting relevant keywords and providing high-quality content, you can engage and retain your target audience more effectively. Additionally, SEO offers long-term benefits, such as increased brand credibility and cost-effective marketing.

How Do Search Engines Work?

Search engines like Google use automated programs called ‘crawlers‘ or ‘spiders’ to discover and index webpages. These crawlers follow links from one webpage to another, gathering information about each page and storing it in a massive database. When a user performs a search, the search engine’s algorithm analyses the indexed webpages and ranks them based on factors such as relevance, authority, and user experience.

Key Principles of SEO

There are three core principles of SEO: relevance, authority, and user experience. Understanding these principles is essential for achieving higher search engine rankings:

  1. Relevance: Ensuring your website’s content matches the search queries of your target audience.
  2. Authority: Demonstrating your website’s credibility and trustworthiness through high-quality content and external backlinks.
  3. User Experience: Providing a positive, engaging, and accessible experience for visitors on your website.


SEO is a vital aspect of digital marketing that can significantly improve your website’s search engine rankings and drive more organic traffic. By understanding the basics of SEO and familiarising yourself with the key terminology, you’ll be well-equipped to optimise your website effectively. To further explore specific SEO topics and techniques, be sure to check out the rest of our SEO blog series.

Glossary of Common SEO Terms

  1. Organic search: Search results that are not influenced by paid advertising.
  2. SERP (Search Engine Results Page): The page displaying search results in response to a user’s query.
  3. On-page SEO: Techniques used to optimise the content, structure, and HTML elements of a webpage.
  4. Off-page SEO: Strategies aimed at increasing a website’s authority through external factors, such as backlinks.
  5. Keyword research: The process of identifying and prioritising search terms used by your target audience.
  6. Backlinks: Links from other websites pointing to your webpage, which can influence your website’s authority.
  7. Meta tags: HTML elements that provide information about a webpage’s content, such as the title tag and meta description.
  8. Alt tags: Text descriptions of images on a webpage, which help search engines understand the context of the visuals.
  9. Anchor text: The clickable text of a hyperlink, often used by search engines to determine the relevance of the linked content.
  10. Crawling and indexing: The process by which search engines discover and store information about webpages.
  11. Technical SEO: Techniques used to optimise a website’s technical aspects, such as site speed, mobile-friendliness, and crawlability.
  12. Local SEO: The process of optimising a website for location-specific search queries, aiming to attract more customers from a local area.

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