Search Engine Optimisation

SEO is a shortened version of “Search Engine Optimisation” and is the action of increasing the number of visitors to a specific website by obtaining top rank placements in search engine results pages (SERPs) for relevant keywords.

SEO can target various kinds of searches such as image search, local search, video search and news search. Companies may also need to target long-tail keyphrases if they are not targeting enough traffic from high-volume keyphrases.

Keyword research is used as an initial step in understanding the intent behind people’s searches and understanding what they are looking for online. Search engines use web crawlers or spiders that essentially visit websites and record their content before logging data such as which page was visited and when, and keywords used to find the page.( This data is stored in search engine databases which effectively become large repositories of data that can be drawn upon by anyone who wants to target users searching for specific words or phrases.

Bing Webmaster Tools allow webmasters to submit sitemaps, check indexing status and submit SRECs (site removal requests) if their site has been hacked.

There are various other tools available such as Google Analytics, HubSpot & WooRank which businesses can use to ensure their sites are being found organically by potential customers, although this depends on how competitive the market they are working in is. (

SEO campaigns can also include techniques such as guest blogging where a relevant blogger may write an article for a business’s blog and link back to their own site. ( This is also known as “link bait” where other sites pick up on this article, or video, and re-publish it with links pointing back to the original content producer.

This guide will look at how SEO can be used within an ecommerce website using Magento as an example of an open source software that many are already familiar with.