There are many companies offering Search Engine Optimisation (SEO) advice and services: some are more worthy than others. Some represent a cost-effective and realistic proposition, whilst others will simply charge money for what you can do yourself. Don't out-source that which you could keep in-house with a little knowledge. This article sets out to address what SEO businesses can do for themselves, without the need for outside assistance. It explains some of the logic of search engines and gives tips on capitalising upon that logic.