Searching to get to the top of Google

THE hotels website Superbreak had a problem three years ago. The volume of traffic arriving at its web pages was worryingly low. Surfers were confused by cybersquatters trying to pass themselves off as the business and, to make matters worse, it shared the same name as a popular brand of American rucksacks.

Search-engine optimisation (SEO) proved to be the answer.

Part crystal-ball watching, part trial and error, it is the practice of improving lacklustre internet commerce by getting a firm noticed on the results pages of search engines. And it is perhaps the fastest-growing sector in the marketing industry.

Cracking the code of how search engines like Google work is forecast to be a £400m industry in Britain alone this year and it is growing at 60% a year.

Superbreak called in the experts to ensure its name rose to the top of search lists when users tapped in queries for “short break” and “hotel break” into Google or other search engines.

The plan involved redrawing every web page to focus on the word “break”, simplifying its design, and making information more sharply relevant to weekend trippers.

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