Towards experience management for Search Engine Optimisation

Websites of Small and Medium-sized Enterprises (SMEs) can gain an added advantage by getting listed in the search engine’s results page during the search sessions of the searchers. The Search Engine Optimisation (SEO) enables websites to become visible in search engines during search sessions for its featured products or services. It generates additional revenue for the websites. SEO is a complex technique. Its knowledge and experience gained from optimising websites in the past is highly valuable and applicable to optimise websites. This paper dis- cusses the problem of optimisation of websites based on the experience gained by the authors from optimisation of several case study websites. Process models have been generated in order to capture experience of implementing essential elements of SEO and to explain the procedure of implementation of the fundamental on-page SEO techniques that yielded results for the case study websites