SEO - Search Engine Optimisation
Everyone wants be number one on google, but the minute you get there, someone is working hard to knock you off your top slot, therefore its an expensive process and one that doesn't always give you the results you want. Being number one at the top of google or any other search engine is important, but you have to do it the right way, its no good being number one if your are being listed when people are not looking for your products or services.
Therefore its better to target where you want to be and ensure you are seen by the people who actually want to use or buy your products and services.
As an example, lets say your trying to find a band called Black & Gold in Lancashire, you know they are a soul band and armed with this information you set out to find their website. First type 'black & gold' in google, you'll see there are many listing available and none of them are what you want, that's simply becuase there are far too many listing in that field to make it worth while targeting, you'll probably find the song Black & Gold by Sam Sparrow far easier than the band you are looking for. Now try searching 'black & gold lancashire' or 'black & gold soul band' or 'soul band in lancashire' now you'll find the results somewhat better and the chance of finding their website www.black-and-gold.co.uk more achievable.
Understanding your market, who you are and what you offer is important when setting up your SEO and we aim to do this efficiently in order to attract the visitors you want looking at your website rather than the visitors who will simply move on.