Introduction to SEO

Today, up to 60% of websites’ traffic comes from search engines, such as Google, Bing or Yahoo.

Understanding how SEO works is key to achieving success online.

What is SEO?

Search Engine Optimisation (SEO) is both an art and science to ensure your website is visible for relevantsearch phrases

SEO is the most technical part of online marketing and a key asset in a marketers arsenal

  • Users start their online journey via a search engine
  • Major search engine results pages are split into Organic (influenced by SEO ) and Paid (Influenced by Paid Search)
  • Organic traffic typically accounts for 50% – 100% of traffic from search engines, this varies by search term. 
  • Organic listings are algorithmically driven.
  • There are 200+ factors in the algorithm behind the evaluation of the order of search results.
  • Search engine likes Google change their algorithms and weighting factors often, meaning SEO is continual, not one-off.
  • SEO is the most cost effective digital marketing channel, its also the most complex. 

Frequently asked Questions

Search engine optimisation, which is often abbreviated as SEO, has become an absolutely essential component of digital marketing.

For a majority of websites, search engines like Google serve as a primary traffic source. Therefore, by creating a website design and content that’s search engine-friendly, you’re likely to boost your website’s traffic. More traffic means more profit for your website.

There are 200+ signals that can influence a website’s ranking in search engines, and the weighting of these signals changes often. 

This commonly refers to the technical elements that make up a webpage. This area falls between the lines of Web development and SEO optimisation. Most web developers know the basics, but more often than not building a website that is aesthetically pleasing and functional for a user, is a different skillset to one that performs well for search engines. A detailed technical SEO audit is an important healthcheck for a website, it should be done at minimum quarterly, before a launch of a new website, and before/after a site migration.

Search engines overall aim is to return results that are relevant to a users search query. Search engines use various elements of a webpage to understand what the content is about, ranging from the <title> tag, headings, meta data, body content, alt text etc. As this is easily influenced the different it makes isn’t as strong as some of the other factors.

This is how strong search engines perceive your website is on the web. This is derived from the number of links pointing to your website, and their importance online. This is the hardest to influence, and therefore carries proportionally more weighting than other areas of SEO.

The internal hierarchy and how you structure your website is important. In our experience this is often not thought about at all, and has to be retrofitted into a website at a later date.

SERP is an abbreviation for the term ‘search engine results page’ and is used most commonly as jargon for SEO experts.

The search engine results page is the list of websites that are displayed once searching for a query. This is typically displayed as a website title and small description of the page in question.

Yes! Search engines are constantly changing and updating their algorithms, so as a result, SEO best practices are constantly evolving.

SEO-friendly practices of 2004 are dramatically different from the best practices of 2014 and the sites that ranked on page 1 of the search results in 2004 may now rank on page 101.

Therefore, you must improve your site in accordance with the most up-to-date criteria. Many SEO agencies use outdated (and outright harmful) practices, so it’s essential to turn to an experienced agency that goes the extra mile to stay on top of all the latest search engine algorithm changes and SEO best practices.

Using outdated SEO practices can be more harmful than ignoring SEO entirely.

In short, if a particular practice is beneficial in terms of SEO, it’s going to be beneficial in terms of delivering a positive user experience. By creating a SEO-friendly website, you’ll also be creating a site that’s user-friendly. Post-Panda, anything that harms or detracts from the user experience is considered poor practice (and often, it’s grounds for a penalty, which can push your site lower in the search results). If there’s ever question concerning a practice’s SEO-friendliness, consider how that practice impacts the reader. If it detracts from reader experience, it’s likely to be bad practice for SEO.

There are numerous parts of search engine optimisation (SEO), one of which is link building. Your website will want to make as many links as possible in your chosen field and beyond and infographics are a great way to do that. Here are some key reasons to why infographics are great for SEO.

Infographics are sharable
You will see images shared across the internet all the time. When an infographic is executed well, it will be shared across numerous websites including social websites, creating backlinks to your website.

Appeals to more than just one industry
Creating imagery meets more than just one industry; once an infographic is created and shared, it will be picked up and admired by multiple industries from around the world, once again picking up links from many different types of websites. This helps build your brand awareness and online reputation.

News related information
Creating infographics is also good for taking ready-made statistics in your industry and personalising them for your brand. This will also help gain links to your website from industry related websites and news websites.

As a business, you will want to get as much brand awareness, sales and positive feedback as possible. The internet is the best place to do this and search engine optimisation (SEO) is key to creating that success.

When applied properly, SEO will boost your website’s visibility and branding. When a potential customer searches for your products or services, you will want to appear as high as you can. This will result in a massive rise in sales and user engagement which is why you have your website, right?

SEO will bring your business website more traffic; this alone will increase the chances of making a sale. In turn, this also gives your customers the chance to give you unique feedback on your products and services. Which gives your company the chance to better itself in multiple ways.

Bravr realise that every business and situation is different, this is why we do plenty of research in your chosen industry, competitors and history. Together we are Bravr.

Meta tags or Meta elements are snippets of HTML code that provide information about your website. There are many different kinds of Meta tags that can be used across different platforms or websites, all of which are a crucial part of building your online presence.

Our five pillars of SEO

With over 200 different ranking signals which influence your visibility in search engines, to make it easier to manage we’ve divided it into five key pillars. 

Ensuring your website has a strong foundation, free from technical errors, enabling crawlability, mitigating loss in visibility.

External inbound links, ensuring links are from authorative relevant domains, with optimised anchor text, and a healthly follow/nofollow ratio.

Optimising your websites information architecture, increasing the weighting of key pages. Optimal anchor text and internal link equity distribution.

Ensuring all ranking signals such as page titles, meta data and content is relevant for the target search phrase. 


Understanding whats SEO strategies and effective. Visibility is the output of the other four pillars, providing valuable insights and learnings in search engine optimisation.

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