Search Engine Optimisation is also referred to as SEO. It refers to the technology used to create webpages that are captured by search engines in order to increase the volume of traffic to the website. SEO is implemented in order to create webpages that are more attractive to the search engines. Typically, search engines search for specific or targeted keywords that the Web user has entered into the browser.

Optimising a webpage leads to a page that has a higher ranking. Therefore, the page will appear higher up in the search results. This is an extremely critical point from a business perspective since many web users only look at the first two pages of search results. Search engine optimisation should follow certain guidelines in order to be as effective as possible. Each individual page of a website must be optimised in order for its page ranking to improve. Plus, the keywords that are used must be relevant to the type of search someone would conduct in order to arrive at the page.

• A Wikipedia explanation of SEO
• Google's webmaster guidelines for building a good performing website
• Yahoo's webmaster guidelines - what to do and what not to do!
• Webmaster World's SEO Forums
• Digital Point's SEO Forums

Search engine positioning is an aspect of the Internet that is essential to the visibility of a website and its eventual success. Search engine optimisation techniques can be utilised to improve the positioning of a webpage so that it gets more exposure. The implementation of certain strategies or the use of certain techniques can considerably increase a web page’s visibility.

Positive factors include appropriate use of keywords as well as inclusion of the keyword in the title tag and in the body text. Appropriate anchor text in inbound links, link popularity within the website, and global link popularity come into play. The topical relevance of inbound links to the website and the topical relationship of linking pages are also important when t comes to Google’s ranking algorithm. The age of the site is also a determining factor. Several negative aspects can seriously impinge on a webpages ranking such as duplicated content, external links to low quality websites or webpages, and Black Hat SEO practices.

• Search Engine Positioning Article
• Search Engine Ranking Factors
• Top 10 search engine ranking
• Definitions for Search Engine

Google Analytics is designed to help website owners learn where their web visitors originate from as well as in what manner they interact with the site. In particular, Google Analytics can be used to determine which online marketing initiatives are the most cost effective for your website so that you can make your decisions on how to drive traffic to your website wisely. It can be used to help website owners to discover how to turn more visitors into customers and essentially increase their number of conversions and their profits.

Through Google Analytics the website owner can discover how visitors actually use their website so that they can create informed site design improvements and change the manner in which their visitors interact with their site for a more positive return on their investment. Google Analytics, a definitive web analytics solution is free and features unlimited page views for active Google AdWords account users.

• The Google Analytics site
• A Wikipedia explanation of Google Analytics
• The official Google Analytics blog
• YouTube lecture from Google on the benefits of investing in Analytic experts