Content Summary : Why are keywords so important? Simply put, search engines read text, not graphics. As time has gone by, Search Engines have become more sophisticated and developed complex analysis tools called algorithms – these algorithms are programs that “read” and index the words on your page. In this way, a search engine can tell a lot about the content of your web page. This is simplistic – but if it likes what it finds, your ranking will improve – and if it doesn’t, it won’t. The reason I say that this is simplistic is that it ignores the influence of linking, another dimension to ranking that is also important. What is Search Engine Optimisation? You may have heard of Search Engine Optimisation or SEO for short. It is the science/art of first choosing the correct keywords for your site and then designing web pages around those keywords to rank highly at Search Engines in conjunction with an effective linking strategy.