Understanding the significance of search enables commercially-minded business marketers to construct websites that rise to the top just when prospects and customers are looking for them.

Think about your own information searches online. You use words and alter them, add to them or remove them to better refine the results you receive. Having a search engine optimisation strategy for your business helps to provide a structured approach to identifying the words that your customer and prospects use to then position your products and services to meet their needs. This is achieved by improving your visibility in search engines for the most relevant queries that people are using. If you are interesting and relevant enough, they may take an action to find out more. Using an industrial b2b example, the mining products company Atlas Copco, we can see how a structured approach to on page optimisation can pay dividends.


Keywords are critical as they…