Search Engine Optimisation – The Basics

Google BERT Update
11 November, 2015
2 min read.

Marketing is evolving at a rapid pace. To remain relevant online you need to know about Search Engine Optimisation (SEO).

SEO is about growing visibility in an organic way. Anyone can pay for advertising but you will not be rewarded with high rankings in a search engine through this method. Instead, you need to make your website as relevant as you can to the user’s search.

With such a vast array written on the subject already, getting to grips with SEO can seem like a hard task to master; however, we’ve put together a quick list to help you get started.

  1. Keywords – Search engines crawl through masses of data daily, indexing content to bring you the most relevant and up to date searches. To be in with a chance of ranking highly in Bing, Google or any other search engine, you need to make sure your keywords reflect what’s on your website. Keywords need to be included throughout your website copy, but not excessively otherwise the search engine may see your website as spam. To choose your keywords, think about what you would search for if you were looking up a particular topic.

To see what competition you may be up against when choosing a keyword, use tools such as Google Adwords Keyword Tool. If a word is not commonly used it may not be wise to use it.

  1. Meta tags and Meta Descriptions – Optimising these is crucial in getting the best ranking. Meta tags are displayed on the results page and tell a search engine what’s on that page; this is why you need to include what the page is about in your title including the brand name or company name and a few relevant keywords, for example

Blog | SEO Tips | Edge Creative


Meta descriptions are the larger piece of writing found underneath the Meta tags in the search result listing. These provide a little more information about what is on the page. Include keywords to maximise optimisation and keep the copy engaging as people tend to skim through this when selecting pages. A good description could clinch a click through and increase your ranking.

  1. Load times – It is essential you have a fast load time on your website. A slow load time reflects a poor user experience. This means that you are likely to have a high bounce rate because many people are not willing to wait for your page to load. You could have the best and most relevant content on the web for a particular search, but if no one is reading it, your rankings will be low.
  1. Mobile – We are a mobile generation – we have too much media to digest and not enough time. If your website is not optimised for mobile you might as well forget it. Google even started penalising non-mobile friendly websites in April this year showing a huge shift towards mobile. If your website isn’t mobile friendly it would be wise to get it updated as soon as possible.
  1. Content is king – Search engines reward websites with higher rankings for constantly creating new content, especially if it has been optimised effectively using keywords. If there is lots of new content online then people will continue to return to your site. Search engines see popular websites as being a source of valuable information. The easiest way to create new content quickly and efficiently is to start a blog on your website or create how to guides.

Around 91% of people don’t search past the first page but by utilising these techniques, you could find that your website ranking has increased in search engines, therefore becoming more visible.

EDGE team member



EDGE routinely feature guest blogs written by key industry professionals covering a wide variety of topics. Their insight is crucial to our development as a marketing agency and helps us learn about and adapt to new industries, ideals, and business practices. The partnership we have with our guest authors helps us both grow side-by-side and brings a fresh perspective on topics both old and new.