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Search Engine Optimisation 101


How to get your website to the top of Google.

Well done! You have set up a pretty impressive website and have had a few people check it out already but ideally you want your website to rank at the top of the page when your prospect conducts a Google search.  But how do you do this without paying for it?  It’s called Search Engine Optimisation (SEO) and this article will provide you with the ‘need to know’ elements of using SEO to get your website ranking well.


SEM is Search Engine Marketing, it’s an umbrella term including:

  • SEO
  • AdWords
  • Yahoo Ads
  • Bing Ads

SEO is search engine optimisation

SEO Tips

What does Google want?

To give the most relevant results

Create Unique, Descriptive, Accurate Page Titles

Page title tips

  • Accurately describe the page’s content
  • Create unique title tags for each page
  • Use brief, but descriptive titles

Put the keywords you want to be found for on the page

  • Use the keyword in the title, in a heading, in bold, high on the page, in the middle of the page and at the end of the page
  • Make it look natural
  • Show a perfectly optimized site

Use the Description META Tag

Description tag tips

  • Accurately summarize the page’s content – Write a description that would both inform and interest users if they saw your description meta tag as a snippet in a search result.
  • Use unique descriptions for each page – Having a different description meta tag for each page helps both users and Google,
  • eCBD is a Gold Coast web design, SEO and internet marketing agency. We’ve helped hundreds of big (and little) brands make the most of the web.

Don’t worry about the Keyword META tag

Use friendly URLs

URL tips

Is domain name important?

  • Google makes no mention of it in its guidelines or advice and any weighting that it may appear to give to domain names it something they are working on changing.

Use heading tags appropriately

Heading Tag Tips

  • Heading tags are used to present structure on the page to users. There are six sizes of heading tags, beginning with <h1>, the most important, and ending with <h6>, the least important.
  • Read up on them and use them properly (and make sure your web designer does too) – Put your keywords in them!

Use ‘Alt’ tags on your images

Alt tag tips

  • Don’t stuff them full of keywords
  • Be descriptive and accurate

Make your site easy to navigate

  • Make sure each page of your site is reachable from at least one text links somewhere

Create interesting content!

Interesting Content Tips

  • Write content about whatever it is you want to be found for. Google won’t list your site for information you don’t talk about.
  • Write the kind of content people will want to link to!
  • Start a blog with useful industry information, tips or news

Link to other people with relevant content

  • Google loves to see people with relevant links to other useful sites. It helps them find content.

Get people to link to you

Linking Tips

  • Search for the keywords you’re targeting and note the top 30 results. If appropriate and likely, ask them for a link.
  • Search for the keywords you’re targeting and note the top 30 results. Go to and check the inlinks of each of them. See who comes up and if they’re appropriate, write to them nicely and offer to swap links.
  • Get people to use descriptive anchor text when they link to you. Eg. e-CBD Web Design is a great business.
  • ‘Click here’ search

Use Google’s Webmaster tools

  • Sitemaps
  • Diagnostics

SEO Resources and Further Reading

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