Search Engine Optimisation (SEO) is the process used to make your web site more visible insearch engines results, maximising the volume and quality of traffic.

The phrase "search engine optimization" probably came into use in 1997 after industry analystDanny Sullivan, posted research, about how the mechanics of the search engine work, called A Webmaster's Guide to Search Engines.

To obtain high ranking in the 1990’s, keyword meta tags were used to provide a guide to each page content, but because the meta data that was found on the meta tags was inaccurate and incomplete it caused rankings to be irrelevant. Web content providers also maneuver a number of elements within the HTML source of a page in an attempt to rank well in search engines.

Search engine optimisation is now used as a way of marketing your product, the higher it ranks on the search, the more visitors it will attract, creating an opportunity for both white hat andblack hat SEO industry.

There are many techniques, of using Search engine optimisation, one is to use Keyword Density, where the placement of the keywords is present within the content being analysed. Other important factors include good site structure, unique, high-quality and regular content updates and strong, numerous and consistent back links. By using these methods you are more likely to see longer lasting results.

Other ways of being seen high on the rankings are using the not so conventional method by such as link farming; helps establish a ranking order for search results or using hidden and invisible text by making them the same colour as the background, these techniquies may give you higher rankings for a while, but may not last and end up been seen as spam, as search engines look for these sites and remove them from their index.

Keywords are formed through the revelant words use on the website, the most popular key words change, depending on what users are searching for. There are many business that research key word density, however there is no accurate way of caulculating the percentage of key words needed to rank highly on a search engine.