Tool Box

Issue No. 14 - December/January 2004

What is Search Engine Optimisation (SEO)?

Search engine optimisation can cover several areas:

1. Massaging the content on a website, so search engines better understand the keyword phrases the webmaster wishes to promote
2. Massaging the content on a website, so customers on the site are more likely to be taken on a journey that results in a sale
3. Promoting a site on other websites, so that the destination site is found by more people and more highly respected by the search engines, due to link popularity. All things being equal, search engines always give precedent to a popular site over an orphaned site.

SEO can be commonly confused with other fields within the umbrella of “Internet Marketing”, although there would be lots of debate amongst the SEO companies as to what is included..

Pay—per—click advertising on search engines, via Google AdWords, Overture Listings or Looksmart’s Looklistings. These companies power the “sponsored results” seen at the top of search engine results. Sponsors of these adverts will typically pay between 20c and $1.50 for each visit to their website, as a result of someone clicking the sponsored link.

Banner advertising. This is paying a rate (typically sold in per 1,000 views) to sponsor a banner advert on a webpage.

Affiliate programmes, such as clixGalore offer tools that allow sponsors to promote your site and receive a commission for each referral that results in a sale on your site (either earned as a percentage of ...

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