Promoting your portal online is indispensable to the success of your business. Your web portal will not be made visible if you don't optimise them. What's the point in having a web site which does not do well and is not viewed by any user who is looking out for information related to your expertise? The concept of using key words related to your product is part of the search engine optimisation process. Your Newcastle product will be viewed only if your web site contains information with the use of competitive key phrases.