Those of you following my Twitter feed may have noticed that there has been an increase in references to search and search engine optimisation (SEO) recently. I’m currently working as a marketing consultant to a company that understands search better than most – who have created a suite of tools to help companies ‘do search the Google way’ and achieve better page rankings, increase traffic and do more business. It wasn’t until I started looking at the services offered, that I realised how little I really understood about search despite its increasing importance. Given that consumer journeys are changing rapidly thanks to almost pervasive internet connectivity, search is probably not given the priority or resource it deserves in most businesses. One of the reasons might be that search is full of jargon and complicated ‘black box’ processes that are almost

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