Having trained many of our clients in how to use the Content Management Systems on their sites, they often and quite rightly ask about ‘Google Results’. After all what is the point in designing a great looking, intuitive, accessible website if its not getting any traffic through from the Search Engines?

So here is a quick beginner’s guide to some terms you may hear, and tips on the basics of Search Engine Optimisation.

We strongly recommend you read this full document thoroughly before making any changes to your website.


Confused by some of the terms?


Firstly lets start with a little Jargon Busting;

SEOSearch Engine Optimisation

The process by which words and phrases are added to web pages with the intention of increasing the chances of those pages being found at the top of search engine listings (like google, bing, etc.).

SERPSSearch Engine Results Pages

These are the search engine pages which return the results for search queries (usually consisting of a title section and descriptive paragraph with a link to the relevant page).

Organic Listings

The results that appear naturally in a search engine listing (listings that are not sponsored or paid for).

PPCPay Per Click

A form of advertising on SERPs and other web pages where you pay each time someone clicks on your link. Generally appearing at the top of a SERPS page with an AD symbol at the start.

Keyword Research

The process of determining which keyword(s) and phrases you would like to be found for. Google Adwords has a free app called Keyword Planner which is useful for finding phrases which have the most response.


An automated system allowing which tracks and logs visitors to your site and allows you to analyse the overall traffic on your site. It allows you to answer essential questions such as; How many visitors do I have to my site?  How long did they spend on specific pages? Where did they come from?


Don’t worry arachnophobics, this is nothing to worry about. Think of these as automated programs which read your sites content and feed this information back to the search engine database, which uses this information to determine what links appear where in a SERPS page for any given search term.

Black Hat / White Hat

As with all things in life there is good and bad. White Hat is the process of optimising your site correctly for the search engines. Black Hat is trying to get higher search rankings in an unethical manner. Examples of this include:

  • Duplicate Content / Pages / Sites
  • Invisible words – white text on white background
  • Keyword Stuffing

As tempting as these may seem, DO NOT use these methods as they WILL negatively impact upon your SEO and you can be removed from the SERPS pages.

Site Map

A file that contains a list of all pages on a website read by the search engines (through those crawlers). Sitemaps tell the Search Engines which pages to look for and you can determine which pages are more important than others.

URL – Uniform Resource Locator

This is a very elaborate name for your web address for example our URL is www.aawen.com, the URL could also be www.aawen.com/graphic-designers-truro.html. It specifies a web pages location on the world wide web.