Search Engine Optimisation is a subject in the digital mix which came around in the early 2000’s. The process is to manipulate Google or equivalent search engines algorithm to benefit a websites ranking. For example, if a keyword has 10,000 searches per month, to achieve a similar sort of visibility can really cost thousands in general marketing practices such as mail send outs throughout the country.
By appearing high up on the search engines is extremely beneficial, however to really get the most out of SEO as a service, really websites need to appear in position 1 for a particular the keyword. The reason? 33% of a keywords search frequency is predominantly seen with people clicking on the first link, whilst websites which are in lower positions on the first won’t see as many clicks / hit per month due to the CTR (click through rate) being much much lower in comparison.