Search Engine Optimisation, or SEO, is a huge part of Digital Marketing.

I like to explain SEO in one simple phrase: “It’s about getting Google to like you”.

Of course, SEO isn’t just about Google, there are other search engines like Bing, Yahoo etc. But over 90% of us turning to Google for our search engine needs, you can pretty much say it’s a one horse race.

Google Application To Be My Friend Cat


Why is it important for Google to like your website?

Google plays a huge part in the success of your business (even if you don’t realise it does!).

Every day potential customers are searching for what you’ve got to offer. They type keywords into the search bar and hope that the answer to their query will appear without any more effort on their part.

Studies show that 91.5% of searchers will not go beyond the first page of search results.

To appear on the first page of search results Google has to think that you’re going to do a good enough job at answering the searcher’s query.

Google wants to make sure that the webpages it ranks highly are:

  • relevant to the search query
  • easy for a visitor to navigate
  • fast to load and explore

If your website can crack these 3 things then you will are likely to see your webpages appearing on page 1 of Google.

But SEO is a long-game.

How long does SEO take to start working?

SEO is an organic form of marketing. In other words, SEO is free.

However, SEO isn’t instant.

There aren’t exact figures for this but, as a general rule, you would expect to start to see improvements to your rankings around 6 months after making changes to your site.

However, SEO is an ongoing process and you can’t just make some changes, wait 6 months and see your website has shot up the rankings. You have to be constantly working on improving your site, adding useful content and enhancing performance and over time (6-12 months) you will see your rankings improve.

Is SEO really worth it?

SEO is hard work. I have total respect for all the SEO masters out there because it requires a lot of work and you may not see any results for up to a year!

Here at Ghost, we specialise in Paid Search:

Google Paid And Organic Search Results


The top 3 or 4 positions on Google are reserved for Paid Advertising (1 or 2 positions on a phone). These are shown in red above. There are also Shopping Ads (shown in orange above) that are also form of paid advert on Google.

We chose to specialise in paid ads because they are instant, appear in the top positions and you have more control over how and when they appear.

So does this mean that SEO techniques are irrelevant? Absolutely not!!

Even if you do choose to go down the paid search route, the ads are still on Google. So you still need Google to like you.

In fact, how Google rates your site has a big affect on how much you pay to show ads on Google (check out our previous article on CTR and Quality Score).

So, whether you’re doing it to improve your ranking on Google or you have a paid search strategy, making sure your website is search engine optimised should be top of your list.

How to improve your Google search rankings

(aka “Getting Google to like you”)

We covered the 3 main points about how to get Google to like you and include your webpages on page 1 of results.

As a reminder these were:

  • relevant to the search query
  • easy for a visitor to navigate
  • fast to load and explore

But how do you go about making sure your website is all of these?

We have put together a handy SEO checklist for you to download below. This has 9 tips to help you improve your rank on Google.

If you have any questions on SEO or any of the points on the checklist, please add a comment below or get in touch on

Happy optimising! 🙂

SEO Checklist Download