Among my technology peers there are certain terms that are almost guaranteed to get some eyes vigorously rolling - such as Y2K, Web 2.0, SEO. In website design meetings, as soon as a discussion moves to search engine optimisation (SEO)  I see disengagement from the technical staff. I don't know if it is from lack of interest or scepticism of the benefits, but there is a tangible shift in attitude. Search engine optimisation is primarily concerned with making your website content as discoverable and understandable to search engine crawlers (software that visits your site and indexes it) as possible. Google has the largest share of search traffic in Australia, so the more indexable your site is to the Google search engine, the more chance you have to appear in relevant searches which means more page views and exposure. Part of the problem with SEO is that there is a lot of snake oil practitioners out there who make outraging and unsubstantiated claims about how they can get your site at the top of the search rankings. Most developers have probably had a friend or relation ask them how get to the number one spot on Google search without wanting to spend any time and effort. I can understand the jaded opinion towards the topic. Secondly, much of the SEO push is driven by the marketing functions of the business. SEO seems to be pigeonholed as the concern of marketers. There is a tendency for marketing to include developers after the