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academic if the search engines cannot read your websites page, this they will need to do to monitor and measure the results of your work. Therefore it is imperative that the physical structure and onsite optimisation is done correctly allowing the search engines to classify your content. There is another benefit to getting-in the search engine optimiser at the start of a campaign; they will be able to advise you on the technology required, if gaining top search engine positions is a part of your strategy. The optimiser will remain independent of your hardware / software suppliers giving you valuable feedback ensuring the technology you have been sold is indeed up to the task For an optimiser there is nothing more frustrating than being passed a completed website and being asked to achieve search engine positions, I often sigh when I view a new project only to find that the dynamic pages are un-optimisable and the site is so clever where its technology is concerned that the search engine robots (the technology that reads, measures and reports back to the search engines) cannot read or classify the site! Building a website is no different from building a house, the client comes up with an idea, he then visits the architect and a design is created, the architect then passes this design to a structural engineer to make sure it is unlikely to fall down, finally the structural and design specifications are passed to the builders. Unfortunately in our industry the design is only passed to the structural engineers (optimisers) at the end of the project. This means that to make your website structurally sound we have to bolt on unsightly text, and dramatically change the structure to make it structurally sound. As most of our changes effect navigation and branding they are usually denied by the client. This means the optimiser has to run the optimisation race using only one leg! I am sure your optimiser will do his best for you but its not surprising the results in many cases fall short of the mark! Understandably many readers of this article have no intention in scrapping their expensive new site to start again, so what can you do to ensure you donÆt allocate your optimisation budget to optimisers that know they have to hop the race but are prepared to take your budget anyway! You must be prepared to re-engineer your site if necessary, working with your optimiser and introducing them to the web designers and developers that created your system, at this point it is

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