Search engine optimisation

Search engine optimisation

Search engine optimisation (SEO) is the process of optimising the online visibility of a website or a web page in a search engine's natural results. Search engines, such as Google, will be able to find your web pages easily if your content is optimised

Optimising a website may involve editing its content or adding other information to increase ensure specific keywords are included and minimise barriers to indexing by search engines.

Page titles

The title of a page should be an accurate description of the content to follow. Page titles are important to both the user reading search results, and to search engines discovering the content.

Length Title should be a maximum of 60 characters, including spaces, as longer titles may be truncated in search results.
Grammer The title is written using sentence case and is easy to understand.

Meta descriptions

Meta descriptions should provide a summary of the landing page to drive user intent with a compelling call to action.

Length Description should be no less than around 155 characters including spaces
Call to action Include a call-to-action, such as ‘Read More’, to maximise click-through and included early in the sentence to make the description mobile-friendly.


Headings are used to provide and define content structure to search engines. Heading H1 has the most value in search engines.

One key headline per pageUse only one H1 per article; H2 – H5 are used for hierarchical sub-headings. In our system, the title of the article is already set as H1, so if you are applying headings in your content, start with H2
Use keywordsSub-headings should include relevant keywords
ContentHeadings must be descriptive and written to help readers find information


Not only appealing on a landing page, an image is an important SEO factor and an avenue for users to visit a landing page

Image filename Be exact to describe the image, as this is an element the search engines read. Simply “chocolate.jpg” is great but “dark-chocolate-coffee.jpg” is better
File size Seek an image around 500kb in size that is for the web, not print. Search engines look for image filesize and quick downloading.
Alt tag Used to as a way to describe an image, both for search engines and screen readers used by vision impaired people. Similarly to an image filename


There are many other things that can affect search rankings, ie. how easily a search engine can find your page. You can influence some of this, but other things such as whether anyone links to your page, may be harder to control.

Uniqueness Is the content unique? Content that is duplicated elsewhere will be ranked lower by the search engine.
Location Is the content in a logical place on the website? Can your target audience find it easily? Remember that the information architecture has been created to ensure all content can be found.

Example of meta description in Squiz Matrix


Back to the top of this page