SEO Rankings: The Basic Principles

Understanding Search Engine Optimisation (SEO) can be a difficult task. Here we outline some of the basic ideas that underpin getting a website to perform well on search engines.

SEO is an instrumental marketing technique in modern business. The ability to place content in front of an internet user that is actively searching for your product or service is instrumental in digital marketing. SEO continues its status as a leading digital marketing communication technique after proven success and effectiveness. However, its success depends on understanding the main types of SEO and how they affect your native Search Engine Listings.

There is a well known saying in SEO;

“Content is King.”

However, this is often taken out of context by many business owners who focus on creating the greatest and most visually impressive website possible, full of animations and out-of-place website elements such as sliders and parallax effects. First, you have to consider where your content is going to be shown. The best and most articulate content will often not generate business if it is not communicated in an efficient and optimised manner that makes its digestions simple, quick and directs the reader to an answer to their problem.

Luckily, having lots of great content means you have lots of great content to optimise in this manner! This gives you more opportunities to rank on search engines as the aim of SEO is to make content that demonstrates that you are an Authority in the area you are writing about.

This includes the quality of English used, keyword prevalence and placement, meta descriptions for pages with correct keyword placement, outbound links and even navigation design!

This is the basis of ‘on-page SEO’.


Although this is is often thought as the ‘modern’ way of doing Search Engine Optimisation, Off-page SEO is incredibly relevant and can massively affect your website’s rankings. This fundamentally related to increasing the interconnectivity of all of your digital publications and increasing the amount of quality links going to your website. This means that both the Website, and the navigator of that website must be relevant for the backlink to be of true quality. This often takes the form of Social Media Content, Directory Listings and press-releases.


If you want to know more about search engine optimisation you can check out our upcoming blog or schedule a strategy session to go over your business’ current SEO.