Search engine optimisation (SEO) is a marketing activity that ensures that your site ranks for the keywords relevant to it in the 'natural' listings of search engines like Google. The Interactive Advertising Bureau states that almost 75% of purchases start with a search engine which highlights the massive importance for brands to incorporate such a key channel into their marketing strategy.

To optimise your site a broad range of visible and less obvious changes must often be made. These include changes to the architecture and coding; to the keywords employed within the pages of the site, and both the links into and out of each page. Successful implementation of these changes will result in a significant increase in the amount of targeted traffic and conversions, often with a substantial ROI.

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