This White Paper is based on a seminar, given by Weboptimiser’s Marketing Director, Nicholine Hayward, at Internet World on 15th June 2004. Titled ‘What every Marketing Director should know when planning, implementing and measuring a successful e-business optimisation strategy’ it provided an introduction to the business drivers and benefits of optimisation and raised issues that no other optimisation company had ever discussed in public.In this White Paper, we talk about optimisation from the perspective of our clients – the Marketing Directors of some of the internet’s leading brands. We cover the issues that matter to them, from how to create an integrated and cohesive optimisation strategy across the four cornerstones of online success, to what to look for in an optimisation partner and what to be wary of. We highlight the fact that there’s much more to optimisation than just search engine visibility and warn against some of the tricks that unscrupulous optimisation companies use to win your business and abuse your trust. By Nicholine Hayward, Marketing Director of Weboptimiser Ltd. Foreword by Mike Grehan, author of 'Search Engine Marketing: the essential best practice guide' "Nicholine Hayward understands marketing. And she understands that marketing directors need to understand Internet marketing with its technology, jargon and where it fits in the mix. This white paper sails through the finer nuances of how to optimise a web site, not just for search engines, but for the entire process through prospect, acquisition and retention. It's low on hype and high on factual, plain speaking information which makes it a must read for all marketing executives facing online challenges."