It does make you wonder if SEO really is a secret because everyone seems to be doing it. There are SEO firms all over the place offering business websites top search engine rankings and every website seems to have a page of articles, if not more than one.

Websites organise link exchanges and pay per click advertising so do we just assume that search engine optimisation is no secret anymore? Well it is no secret that it exists and that, when done properly, it works. But like anything that is the true secret – how to make it work, and work better than everyone else.

Like with anything – any marketing campaign, any advertising – there are people who are average at it and there are people who are the best. And you know this is true otherwise we would buy every soft drink we say an ad for and go on every holiday we saw on a travel show but we don’t.

SEO is just the same, the secret is to do it well, do it so it is targeted and do it better than everyone else.