The definitive A to Z of Search Engine Optimisation

A is for algorithm

This is the magic formula that only they know. The aim is to research, manipulate and beat the system to let the algorithm give your site position #1 and not your competitor.

B is for backlinks

Backlinks give your website value according to the search engines. The more people point to you, the cooler you are.

C is for content

Content is king <yawn>. Fact is though, it's true. Good, unique content and plenty of it for the win.

D is for document structure

Content is king but so is structure. Use headers and other structural elements well.

E is for effort

Website promotion isn't technically difficult but does take a vast amount of effort. If you haven't got the will to stop smoking, you don't have half the will needed to promote your website.

F is for fun

You're learning one of the most important things about being online; how to promote your website. You're learning about what your customers want, what your competition are offering and how to succeed and maximise your investment. What can be more valuable and rewarding than that?

G is for Google

Needs no introduction; the bane of our lives. We hate it yet we all need it. Bah!

H is for help

Don't think you know it all because you don't. Trust me. If you think you know it all, there's another 50% to learn.

I is for index

This is the index of all the websites stored. Somewhere, in the pile, is our website. I wonder where it is?

J is for judge

You'll need to be a judge. Don't take advice without testing things for yourself. Everyone has a story about their experience of web promotion. What's yours?

K is for keywords

Let's face it, you won't get ranked for 'remote control cars' if the keywords on your page say 'cheap handbags'. Your keywords, and the associated phrases dictate what you get listed for.

L is for language

Two areas here. The native language, for example, English or French, will determine the visitors you wish to attract. The second is the language of the content. You need to speak the language of your visitors, for example, too technical? not technical enough?

M is for momentum

To succeed in the search engines, you need the persistence and momentum of a starving rhino, charging down a hill that's too steep to stop, with the wind behind it, a lion chasing it and a tasty treat at the bottom.

N is for number of results

Forget 18,000,000 results, we only care about the top 20 so let's ensure we're part of them.

O is for optimisation

The means of tweaking your website to favour the algorithm for the keywords of your choice. Harder than it sounds.

P is for PageRank

The useless but overwhelmingly powerful score that people kill for.

Q is for query

This is the phrase we want to be found for. It takes a vast amount of competition and customer analysis to identify.

R is for rank

Our position in the search engines for the query we have researched. But of course we're first. Second is for losers.

S is for statistics

No campaign for promotion is valid without feedback. Statistics form the engine of our marketing department.

T is for tune

Stats tell us where we have weakness or even failure. Be prepared to read, understand then act on this information by tuning the website.

U is for usability

Forget dedicated, buying traffic if the site let's them down. Usability, usability, usability.

V is for validation

Don't break the web. Validation means you're environmentally friendly.

W is for work

Start incorporating the websites marketing strategy into the main business marketing strategy.

X is for XHTML

If you need traffic, you need to write good, semantic X/HTML. Forget Flash, PDF, Java and other fluff.

Y is for Yahoo

Again, needs no introduction. The often forgotten search engine when it comes to promotion. Thankfully it relies more on good copy than backlinks when compared to Google.

Z is for zeitgeist

Don't guess, research. Google's Zeitgeist tells us searching patterns of yesteryear and shows how fickle searchers are.

Further reading

• Search engine optimisation