Search Engine Optimisation

So what is Search Engine Optimisation otherwise referred to as SEO and in the US as Search Engine Optimization with a 'z'?

Search Engine Optimisation quite simply refers to the act of altering a website in such a way so that it is friendlier to the search engines, which can then result in a more favourable ranking for desired key phrases. I.e. Search terms which potential clients would type in to the search engines to find a company that provides any particular goods and/or services. When a website has been optimised it should mean that it now meets most of the criteria (otherwise known as 'algorithms') used by the search engines.
The focus of a Search Engine Optimisation strategy should be to achieve the highest ranking possible without changing the look or feel of a website. Therefore, Search Engine Optimisation is designed to ensure that the maximum amount of potential clients, find your site and subsequently enter it to peruse the content.


The actual process of Search Engine Optimisation is rather intricate and presents a number of challenges which are equally important. What I mean is that Search Engine Optimisation is rather like a car which has many interdependent parts. If one doesn't work as I am sure most of us have experienced, then the car doesn't move. It doesn't mater how great or expensive the car is, without as little as a $2 cable it can be rendered useless. Therefore, it is important that every facet that needs to be covered during a Search Engine Optimisation process is done so by professionals who do this for a living.

Some of the influential factors involved in Search Engine Optimisation are the technology of the site (i.e. Flash, PHP, ASP, HTML etc), the content, the pages (as in how many pages and what's on them), the text (how it is structured), the coding (behind the scenes), and the linking to sites of relevance and importance and many others.

Having a highly ranking website can be a powerful if not the most powerful medium for a business to generate 'qualified leads', which is why successful Search Engine Optimisation strategies are so sought after. However, with such importance comes risk through underhanded means which can include doorway pages, keyword stuffing, duplicate pages/content, white text on a white background and many more. These strategies are rarely successful as the algorithms have changed over the years to not allow such means to improve a website's ranking, in actual fact chances are that you will almost definitely be penalised by the search engines. Such a penalty is most often that your site is banished from the search engines which can cost you a fortune.

As a result, when you are about to undergo or are considering a Search Engine Optimisation campaign be sure to find out if the methods are ethical and professional. The success can be that great that it can turn your business around, and if you end up with the wrong SEO or Search Engine Optimisation company the results can be dire.