(a) Search engine optimisation (SEO)
Search engine optimisationinvolves achieving the highest position or ranking practical
in the natural or organic listings on the search engine results pages after a specific com-
bination of keywords (or keyphrase) has been typed in. In search engines such as
Google, Yahoo! and MSN Search, the natural listings are the main listing on the left as
shown in Figure 8.15(a), although there may also be sponsored links above these. The
position or ranking is dependent on an algorithm used by each search engine to match
relevant site page content with the keyphrase entered. There is no charge for these list-
ings to be displayed or when a link relevant to the site is clicked upon. However, you
may need to pay a search engine optimisation firm to advise or undertake optimisation
work to make your web pages appear higher in the rankings.How are the search engine results pages produced?
Search engines compile an index of words on web sites by sending out spiders orrobots
to crawl around sites that are registered with that search engine (Figure 8.16). The search
engine algorithm weights the index according to different parameters and then stores
the index as part of a database on a web server. This index is what is searched when
potential customers type in keywords.CHAPTER 8· INTERACTIVE MARKETING COMMUNICATIONS
Search engine
optimisation (SEO)
A structured approach
used to increase the
position of a company
or its products in
search engine natural
or organic results
listings for selected
keywords or phrases.
Figure 8.15 (a)Google™ search engine results page for keyphrase ‘car insurance’
Source: Reprinted by permission of Google, Inc. Google™ search engine is a trademark of Google, Inc.Spiders and robots
Automated software
tools that index
keywords on web
pages.