To begin with, the criteria for using keywords and key phrases differs markedly between search engines. Indeed, what is acceptable for one, may be a criterion for exclusion in another! Moreover, these criteria keep changing and we are not helped by the constant takeovers and the frequency with which different portals change search engines.

However, all is not lost! We discuss with clients the words folk are likely to type into a search engine when searching for their particular product or service. Out of this, we create 100s of key words and phrases, which we then embed into the html code. We register the sites with all major search engines and then - and this is the key point - we constantly monitor the position of our sites in relation to all major search engines, making changes where necessary.