Search engine optimization (SEO) is a marketing technique used by businesses to either (i) encourage a greater number of ‘hits’, or (ii) to filter through relevant internet traffic, i.e. potential customers. Search engines operate by examining websites to find the most relevant pages. By optimizing a website with generous references to keywords, a business will be able to ensure its website appears further up search engine lists. This generates a greater volume of traffic leading to more sales and / or advertising revenues.