The joke goes, the best place to hide a dead body is on the second page of Google. For businesses that rely heavily on search engine marketing (SEM), this is no laughing matter. Fail to optimise your content and Google will condemn your web page to ROI oblivion – for marketers, this translates to any ranking below front page.

Search engine optimisation (SEO) is both a science and an art. It involves creating web content that satisfies the strict yet shifting laws of the latest search algorithms. On the other hand, creativity must be employed to ensure content still reads naturally, engaging the human reader while at the same time feeding enough key words and quality links to satiate the spiders crawling the site.

Where can we find out exactly what the SEO rules are? Sadly, they’re never explicitly published – and with around 600 Google search algorithm updates a year, we might struggle to keep up if they were. However, the market tends to work out and share best practice.

One example, this infographic by Dilate offers six SEO tips for 2016. As well as flagging up the points of focus, it also recommends some of the many tools available to test and rate content and help your web page achieve optimisation. See you on page one?

Infographic: SEO tips and tools