In the area of Search Engine Optimisation (SEO), we assist with what can be done to a website to maximise visitor traffic by adjusting the content so that the site appears higher up in the organic search engine results.

Whilst this should only be part of the overall strategy to gain more traffic, most SEO experts agree that, in on-site optimisation, it's all about content, content and content.

However taking this too far and manipulating websites to the detriment of a visitor's experience can negate or even reverse the effect. What's the point of having 1000 visitors all of whom click 'back' as soon as they see a page that is anything but human-friendly. In addition, you may get 'caught' by a search engine and penalised or even banned for using 'black hat' methods (such as keyword stuffing) to increase traffic.

The key with search engine optimisation is to find a balance, try to avoid taking shortcuts and build a website that users enjoy whilst at the same time, search engines can easily 'see' and recognise the content.