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3.6 The Google Index ........................................................................................... 39

4. The mission of Google ...............................................................42

4.1 The SEO factors .............................................................................................. 43
4.2 The algorithms ............................................................................................... 44
4.3 Optimisation: essential or side issue? ............................................................ 45
4.4 Conversion ..................................................................................................... 46
4.4.1 Micro and macro conversion ......................................................................... 46

5. How to optimise your website ...................................................47

5.1 The SEO factors .............................................................................................. 47
5.1.1 SEO is not an exact science ............................................................................ 48
5.2 Signals ............................................................................................................ 49
5.3 Technical terms .............................................................................................. 49
5.4 CMS system .................................................................................................... 52

6. The results page in the search engine ........................................53

6.1 The results page ............................................................................................. 53
6.1.1 The search results .......................................................................................... 58
6.1.2 Title tag .......................................................................................................... 59
6.1.3 Url .................................................................................................................. 59
6.1.4 Description ..................................................................................................... 59
6.2 Click through rate ........................................................................................... 60

7. The webpage .............................................................................61

7.1 The body ........................................................................................................ 62
7.2 Headings ........................................................................................................ 62
7.3 Navigation ...................................................................................................... 62
7.4 Call to action .................................................................................................. 62
7.5 Conversion ..................................................................................................... 63
7.6 The sitemap ................................................................................................... 63

8. Keywords ...................................................................................65

8.1 Where to place keywords .............................................................................. 65
8.2 Guidelines for using keywords ....................................................................... 65
8.2.1 Stop words ..................................................................................................... 66
8.2.2 Primary and secondary keywords .................................................................. 66
8.3 Keyword competition ..................................................................................... 66
8.4 Google Trends ................................................................................................ 68