Search engine optimisation

This is the umbrella term for a range of processes to improve the discoverability of websites within the organic (or 'natural') listings in search engines. It includes technical processes webmasters use to ensure sites are read and indexed effectively by the spiders that create the indexes that drive search engines. Making web pages friendly to these web crawlers combines technology choice, information architecture, page design and the use of language. The evolving set of methods is aimed at improving the rankings by responding to the changing needs of search engines. The term typically refers to consultants and agencies that carry out optimisation projects on behalf of clients' sites. If search engine optimisation is done using deceptive techniques (often called 'black hat' approaches) it can risk having a website blacklisted by a search engine.

Using search engines, visitors can find sites in a variety of ways: via paid-for advertisements in the search engine results pages (SERPs), via third parties who are listed in the search engines, or via "organic" listings, i.e. the results the search engines present users. SEO is primarily concerned with improving the visibility of a site in the organic search results.

Links:

• Digital Strategy Consulting for reports and best practice on search engine advertising and marketing.