SEO, or search engine optimisation, is the practice of increasing website traffic through organic search results. Google is the big target, accounting for 85% of UK search engine traffic. Bing is the second biggest with a 10% market share.
For SEO to achieve meaningful results, it needs to be concerned not only with increasing the quantity of traffic, but also the quality of traffic. Keyword targeting is crucial to this process and most SEO strategies fail because of poor targeting.
A well thought out, clearly defined SEO strategy can achieve a x10, x20 or even a x100 return on investment. The 3 keys to success are following Google guidelines, measuring results, and producing better content than your competition.