Search engine optimisation (SEO) is an ever-changing beast and for some who don’t really know what it all means when someone mentions the acronym, we’re here to be your handy guide to flick to.

SEO means optimising your website so it comes up in search engines when others are looking for it, or looking for things about what you publish about. There’s a multitude of ways to enhance a website’s SEO. Google is arguably one of the world’s largest search engines and one to optimise for.

SEO experts OMG (Online Marketing Gurus) says there’s two things Google looks at when it’s arranging the search order; relevancy and authority.

Relevancy indicates how relevant your content is to what the searcher is searching for. Authority refers to how your content is viewed, whether others rate the content well and link back to it.

And in order to up the authority and relevancy, these tips from OMG will work wonders.

Be unique:

Don’t just copy someone else’s work. Make sure you put in what makes you unique and why people should choose you.

OMG also recommends including photos and videos where appropriate of helpful content, as it will add more value for Google – and more chance of being pushed up the search list – as well as helping searchers gain trust in your website.

Google further recommends creating unique page titles. It’s these keywords that are highlighted when searching, so avoid using titles that don’t reflect the content.

Target keywords:

While it’s an outdated method to shove a whole heap of keywords in (the words people might search), says OMG, there still needs to be some in there.

“This is a very touchy subject, especially with the recent changes in Google’s algorithm,” said OMG’s blog. “Some SEO’s say you should have a keyword density of 10 per cent some say 2 per cent, so what’s right and what’s wrong?

“The truth is there is no definite answer.”

Optimse for mobile:

Google recently updated its algorithm to make the most of mobile sites. When users search on a mobile, a non-optimised site where the searcher has to zoom and around the page is not ideal. Those sites are pushed down the search page.

So make sure your site looks sexy on mobile.

Accommodate for social networks:

There’s no escaping social media. OMG recommends making the ones your brand is on accessible on the webpage, so users can share the word about your brand. However, the SEO gurus note making sure the page is actually worth sharing – which goes back to the ‘unique content’ point.

Read more about SEO here. Or check out Google’s publication on the craft.