The black arts of Web design have left many a business wallowing in Google's backwaters, but with big benefits on the line, competition for top spot is very, very hot, and getting your Web site right can mean the difference between backwater and clearwater.

Optimising your Web site for a search engine blends an interesting mix of social psychology and user behaviour, content quality and relevance, Web site usability and design, as well as some intricate HTML tricks, optimisation techniques and a whole lot of statistical analysis.

Interestingly, one SEO consultancy Web site I took a peek at references a study that claims an Internet user takes just one 20th of a second to decide if they like the look of a site. So it is twice a pity then that I didn't like the look of theirs.

Another study points out how people don't like choosing the very first result on the SERP-it's too obvious to our suspicious mind, yet at the same time most users expect to find what they are looking for on the first page.

In the case of searching for an organisation that consults in search engine optimisation it would seem logical that an organisation that talks the talk should really be also able take its own advice.

As you can read in the article ";Courting Google", this is not actually the case but my cruel sense of justice reckons that any SEO organisation worth its weight in mustard should come at the very top of my Google search for a SEO... So, just for once I'm going to ignore my impulse to dig and instead take a look at who's done it to perfection.

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