Search engine optimisation (SEO) or search engine optimization as the Americans call it, is the practice of modifying a website so that it is considered to be search engine friendly. If a website can be properly read by the search engine spiders, there is an increased probability of achieving desirable results in the search engine result pages (SERPs).

The primary task for a search engine optimisation company is to understand what the search engines are looking for and which elements they give greater weight to. This is the Holy Grail of search engine optimisation and even though some companies employ “black hat” techniques to deceive each search engine, natural and ethical Internet marketing techniques that are approved in the search engine optimisation industry prevail for search engine listing longevity.