Search engine optimisation

With the impact that Google and other search engines have had on the way that people find businesses, products and services online, an industry has developed to help businesses appear as high as possible in the organic search results: search engine optimisation, often abbreviated to ‘SEO’. SEO involves careful creation of content to ensure that keyword phrases are not only included, but also positioned correctly, alongside fine-tuning the way that a website is structured and coded. The search engine optimisation industry has evolved at a startling rate, and over recent years has worked hard to separate itself from ‘Black Hat’ companies whose tactics can result in a site being blacklisted by search engines.