As anyone who has used the internet will appreciate, the higher a site appears in the search results, the more likely it is to be clicked on. Indeed, eye tracking studies have shown that searchers scan a search results page from top to bottom and left to right, looking for a relevant result.
Search engine optimisation (SEO) is the process of adapting a site so that search engines choose to rank it highly. It is proven to be one of the most cost-effective forms of marketing available.