Search Engine Optimisation is a complicated process, this page will explain SEO in plain language and why promises made by some website companies cannot be fulfilled.


Search Engine Optimisation or SEO is a process by which internal and external aspects of a web site are adjusted to gain high search engine returns on key word and key phrase searches.


High placements invariably lead to sites receiving an increase in traffic. Just think about how many times you have searched for something in Google and if you don’t find what you are looking for on the first 2 or 3 pages of search results, you simply put in another keyword or phrase and start again.
High placement, and consequently high traffic can be converted to revenue through sales or work enquiries.


Anyone promising “guaranteed top results”, “submission to thousands of search engines and directories”, “instant results”, “permanent top positions” etc are worth avoiding. This is why:
It is simply impossible for anyone to guarantee that your site achieves number one placement unless either they run the search engine results or the top ranking is for a keyword or key phrase that exists only on your site.


You will notice at the top of any search engine results page, there are a few links to websites that are highlighted with a different colour background, or a list down the right hand side of the page. These are ‘sponsored’ links, meaning that the companies have paid the commercial search engine to promote their websites. See image below.
This is commonly known as ‘Pay Per Click’ (PPC) advertising. Usually PPC ads cost nothing to display, then when a viewer clicks on the ad, only then is an advertiser charged for the ad – hence ‘pay-per-click’.
Prices are worked out on a cost per click basis. They can range from a few pence for specialised, uncompetitive business niches – up to many pounds or more for the highly competitive industries.



SEO is work that makes a website ‘search engine friendly’, with the goal of getting a good position in the search results when people search for words that relate to your website.
SEO relates ONLY to unpaid, ‘organic’ or ‘natural’ search results. This has nothing to do with PPC advertising.
The best position in organic search results is number 1 on the 1st page. Many businesses have to settle for any 1st page position, at least as an early goal.
You can’t pay the search engines to get a better organic search position – you have to work at it.
Organic position is important because every time someone visits your site after clicking an organic search result, you have received a visitor who’s probably interested in your website, and you’ve paid nothing to attract that visit (unless you’re paying a lot of money to an SEO consultant!).

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