SEARCH ENGINE OPTIMISATION
SEO has had some bad press over the years and this in mainly in regard to Google and the other major search engines canning their metrics to combat manipulative, short cut tactics that have been used to gain websites an advantage.
As the algorithms are getting smarter, the ability to get around the search engine guidelines has gotten ever smaller and it has come back to where it always should have been.
And that is a lot of hard work from highly skilled people.
The idea behind SEO is that a website is optimised to allow it to be highly crawlable and readable by the search engine spiders.
From there the website needs to be indexed within the search engine databases properly so that its relevance to the search terms being made can be assessed and applied.
And SEO is not just a one time thing. It needs to be constant with the website being update on a regular basis with fresh, unique and relevant content.