Search Engine Optimization is an important tool on the web as very few people are likely to look past the first few links on a search engine, for this reason the National Wedding Show have optimized their website to a very high standard and are at the top of every search engine. This is a very useful tool to have as it will increase website hits, therefore increasing ticket sales. Oxford Fashion Week also has a good level of optimization, however, with the word ‘Oxford’ in the title a very large ammount of results appear, for this reason Oxford Fashion Week must keep up to date with their website, making sure that it is at the top of every search engine as often as possible, especially outside the UK as Oxford is a very well known tourist city, this is a very good opportunity to promote the event through the web.