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.

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.


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?