Search Engine Optimisation or SEO is the process by which onsite and offsite factors are utilized on a website to ensure that the website receives the maximum amount of targeted visitors from the natural listings of the major search engines. Search returns are sometimes referred to as organic.

The majority of web traffic is driven by the three major commercial search engines in the UK: Google, Yahoo and MSN. The basic rule of thumb is that the higher the listing the higher the traffic so there is great demand for the number one spot on any given keyword. In fact the top ten is regarded as the place to be as people tend not to go past the first page of listings very often.

High placements invariably lead to sites receiving an increase in traffic which can be converted to revenue through higher SEO however, is not an exact science and anyone promising "guaranteed top results", "submission to thousands of search engines and directories", "instant results” or the like is either trying to pull a fast one or doesn’t have a clue what they are doing. The best any SEO company can promise is to put in place effective techniques and work hard on your behalf to get the best ranking possible. Search Engine Optimisation is a dynamic discipline with the major search engines regularly adjusting algorithms to keep us on our toes.

Expert and successful search engine optimisation is a complex mix of professional skills. Copywriting, web design, web development, marketing, advertising and analysis which are all integral to a planned, focused and well-executed Search Engine Optimisation project.

Every plan needs a starting point and a solid starting point for Search Engine Optimisation projects is in defining the words and phrases necessary to attract relevant visitors to your site