About this Guide

This guide aims to be the first step in a journey that will see you become a fully-fledged expert in search engine optimisation (SEO) – one of the central tools companies need to become successful online.

It is free to registered users. (Bronze membership and higher).

You can use the guide to discover what SEO is all about: how it works, how to manage it, what pitfalls you need to avoid and why an investment in it can be a very smart move.

But view it as a jumping-off point. Other reports we have published go into much more detail about all these things.


The following topics are covered within this document:

  • What is Search Engine Marketing?
  • What is Search Engine Optimisation (SEO)?
  • Which is better? Paid or organic search?
  • The basics: how does SEO work?
  • Why does SEO matter?
  • Why should I bother with SEO?
  • What kind of results can I expect from SEO?
  • Who manages SEO?