Introduction to search engine optimisation

This document provides guidance on search engine optimisation for anyone who designs, manages or creates content for an Aviva website.

Search engine optimisation (SEO), is the practice of optimising web pages to improve their ranking within ‘natural’ or ‘organic’ search engine results.

The majority of search users perceive entries within the ‘natural’ search engine results as more relevant and more reliable than ‘paid for’ results, and so are more likely to click on them. Therefore, well–optimised web pages mean increased traffic to your website.

You will achieve the following by creating a search engine friendly website:

  • help ensure that your web pages are indexed by search engines
  • give your web pages greater visibility by boosting their rankings within search engine results
  • drive ‘targeted’ visitors to your website, and increase your visitor–to–customer conversion rate

However SEO is not a one–off activity:

  • search engines prioritise new and updated pages
  • our competitors are optimising their sites as well
  • search users grow savvier over time
  • key search words and phrases can change over time
  • content changes also need to be optimised

Using this document

This document contains two sections of SEO guidelines which are aimed at different stages in the website lifecycle.

  • Guidelines for content creation focuses on issues to be considered during the creation of web content, and the on–going website publication process
  • Guidelines for design and build focuses on issues which should be addressed during website design and template build