This is a fantastic method of placing your site across those who are actually looking for your type of product or service.
Optimising is achieved by using keywords and phrases in the metatags (invisible part of your site) which directly relate to the content within that page.The logical conclusion is that people who are looking for your type of product will type in to 'Google' or 'Yahoo' certain 'Keywords' which help the search engine look for a website containing those keywords.

Lets take an example - www.mallowtaxi.com - this site ranks first in Google when you type in 'taxi in mallow' as your Keyword.
The obvious benefit is that you are more likely to make new customers if you are seen near the top of search engines.

Depending on your budget, you can optimise for a number of different key words within your site.The amount of 'Keywords' you decide to 'Optimise' depends entirely on your budget as the costs are calculated by the number of 'Keywords'.