The world of search engine optimisation is complex and always changing, but we’re here to help.

Let’s be honest, if you’re in marketing you know SEO is important, even though it can feel overwhelming and confusing.

Our SEO boffins have been learning the ins and outs for years – making them the experts you need to achieve SEO success.

So, we thought we’d pick their brains, helping you understand the basics of SEO in this handy little series.

In this part, we’ll go over what SEO is and whats makes good SEO.

Ready? Let’s go…

What is SEO?

SEO stands for ‘search engine optimisation’. It’s the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as organic) search engine results.

SEO is about understanding what people are searching for online, the answers they are seeking, the words they’re using, and the type of content they wish to see. Knowing the answers to these questions will allow you to connect to the people who are searching online for the solutions you offer.

What makes good SEO?

If knowing your audience’s intent is one side of the SEO coin, delivering it in a way search engine crawlers (that’s the term for the ‘robots’ that ‘read’ websites to rank them in search engines) can find and understand it is the other.

Search engines are smart, but they still need help.

Optimising your site will help deliver better information to search engines so that your content can be properly indexed and displayed within search results.

To show up in search results, your content needs to be visible to search engines. If your site can’t be found, there’s no way you’ll ever show up in the SERPs (search engine results page).

PM’s Periodic Table of SEO Factors

Content Counts

Your website’s content determines which keywords the pages on your website will rank for. Content that is unique and relevant to the intent of the keyword search will rank higher than content that does not satisfy searcher intent.

Search engines know when you’re delivering purposeful web content that truly aligns with your target audience’s search intent, and they reward you for it.

Great quality content means performing keyword research to identify what users are looking for and then incorporating those keywords into your content. More important however, is quality – which indicates how critical it is to have well-written pages that provide value to readers. Additionally, search engines reward freshness, ranking sites higher if they’re frequently updated.

Images and video are also important ways of delivering high-quality in-depth content.


How your site is built helps search engines know what your pages are about, ensuring that users will be greeted with a fast-loading, safe landing page if they click through from a search engine results page.

If a search engine can’t crawl and index your pages, you’ve got no hope of appearing in the search results at all, let alone ranking well.

Optimising your content for mobile is another key note to take. In 2015, Google noted that more searches took place on mobile devices than on desktop computers, and mobile devices have only grown in importance since then – if your site isn’t optimised, it’ll affect your ranking.


HTML tags should be used to send clues to search engines about your content and enable that content to render quickly. Search engines look for ordinary formatting elements like titles and headings to determine what your page’s content is about.

But search engines also utilise special fields like structured data mark-up and meta descriptions as clues to the meaning and purpose of the page.

Trusted Sites

Google’s trust factor is a combination of many factors used to apply a value of how trustful a site is. The more trustful a site is seen the more likely its articles will be ranked higher on specific Google searches.

Some factors that make a site less trustful are that it’s seen as harmful and/or has low quality content, so avoid things like keyword stuffing or poor architecture (see above) to help the trust score of your site.

Link Me Up

Links are a factor in how well a website would perform in search. The higher quality and more relevant the sites that link to your own are, the better it is for your SEO.

User Need

User signals are behavioural patterns of users which search engines use to establish the rankings of your website in the search results. For instance: users click on a result in a search engines and after that, they immediately bounce back. This is a signal that the website does not fit the search query of the user. Search engines uses this type of information to estimate what results are useful to show to people searching with a specific search query.

Part One Conclusion

That’s the end of part one, but if you’re still struggling, fear not! We can help.

Creating successful SEO campaigns is a big responsibility. Often the people we work with know what they want to achieve, but they don’t know how to get there.

With us you’re not alone. We’ll be an extension to, or complete outsourced marketing department for your business. Giving you as much or as little as support as you need.

Why not give us a call to find out how we can help you?

And keep your eyes out for more SEO guides coming soon! Keep updated by following our social feeds below 👇 👇

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Posted by Mitch Brown