What is Search Engine Optimisation?

Search Engine Optimisation (SEO) is the process of improving the ranking and increasing the visibility of a website in a search engine’s natural (organic) search results. This is different from Search Engine Marketing (SEM) which is paying for your website to rank on the first page for prescribed keywords.

SEO techniques can be classified into two broad categories:

White Hat

These are techniques that search engines recommend as part of good design and produce meaningful search results for consumers. These techniques include keyword rich copy, hyperlinks and user-friendly navigation. These techniques are Google-compliant and produce results based on relevance.

Black Hat

These are techniques that are designed to ‘game the system’ in the hope of producing a high page rank regardless of the search term. These techniques include link stuffing, keyword cloaking and hidden pages. These techniques are illegal/non-Google compliant and will result in the offending website being black-listed by Google – meaning your website would be lucky to be found on page *9,376 on your preferred search terms.

* Not an actual statistic but indicative of the severity of the punishment meted out by Google


Michael Field, Managing Director for Michael Field Pty Ltd.