SEO Essentials Guide

By Jason Eichner

SEO, or Search Engine Optimisation, is a vital part of the web presence of any business. A beautifully designed website and masterful marketing materials are important, but they won’t help if no-one can find your site.

SEO is all about improving rankings on search engines. These days, due to their relative market shares, this is largely about optimising a website for Google.

The field of SEO is a large one, with many different methods of improving search rankings, however in this post I’m going to cover some of the essentials that any website should include if it’s to succeed.


Keywords are an oft debated aspect of SEO. Using keywords is important, as it is the term you’ll appear highly on in search rankings, but overusing them can damage your rank significantly.

The exact percentage of your content that should be your keyword is hotly debated in SEO communities, but try to make sure that it is mentioned multiple times on the page. It is also a good idea to ensure that your keyword appears in the title and header of the page.

If you can’t decide on a single key word or term, your page may have too broad a scope. You need to make sure each that each page can be focused enough on a single term, so that search engines know what the page represents.

Be careful not to simply litter your copy with your keywords though; search engines are very good at spotting this kind of abuse and will quickly demote your website if they detect it.