This is our home page for optimisation. Many SEOs see optimisation as a science, a set of rules that if followed will result in traffic etc. But this is too narrow a view and leaves itself open to always being at the mercy of a Google update. What is far more long lasting is regarding optimisation as a concept.
Optimisation as a concept is to produce an expert website. it is the study of what you do and the services and products your business offer the user. It is correct use of imagery and language, it is the correct display of all of the information, not what you can produce or want a user to read, but what they need to know right now. It is having the very best website you can.