A01 chaf6542 06 se fm indd

Overall:

● 

Result 1: 48%

● 

Result 2: 12%

● 

Result 3: 8%

● 

Remainder: 32%

Branded:

● 

Result 1: 80%

● 

Result 2: 6%

● 

Result 3: 4%

● 

Remainder: 10%

 Non‑  branded:

● 

Result 1: 35%

● 

Result 2: 15%

● 

Result 3: 11%

● 

Remainder: 39% 

Source: Smart Insights (2012).

Search engine optimisation (SEO)

Search engine optimisation (SEO)

 involves a structured approach used to increase the 

position of a company or its products in search engine natural or organic results listings 

(shown in Figure 9.10) for selected keyphrases. It also involves controlling index inclusion 

or ensuring that as many pages of a site as possible are included within the search engine. 

There may be technical difficulties with this with some content management or e-commerce 

systems which need to be corrected.

Although each search engine has its own evolving algorithm with hundreds of weighting 

factors only known to the search engineers they employ, fortunately there are common fac-

tors that influence search engine rankings. These are, in approximate order of importance:

1 

Frequency of occurrence in body copy. The number of times the keyphrase is repeated in 

the text of the web page is a key factor in determining the position for a keyphrase. Copy 

can be written to increase the number of times a word or phrase is used (technically, its 

‘keyphrase density’) and ultimately boost position in the search engine. Note, though, 

that search engines make checks that a phrase is not repeated too many times such as 

‘cheap  flights . . . cheap  flights . . . cheap  flights . . . cheap  flights . . . cheap  flights . . . cheap 

flights . . . cheap  flights . . . cheap  flights . . .’  or  the  keyword  is  hidden  using  the  same  col-

our text and background and will not list the page if this keyphrase density is too high 

or it believes the page creator has tried to mislead the search engine (‘search engine 

Search engine 

optimisation (SEO)

A structured approach 

used to improve the 

position of a company 

or its products in search 

engine natural or organic 

results listings for 

selected keyphrases.

M09_CHAF6542_06_SE_C09.indd   412

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Chapter 9  Customer relationship management

spamming’). Relevance is also increased by a gamut of legitimate ‘tricks’ such as including 

the keyphrase in headings (