Search Engine Optimisation – The Organic Way

SEO SEO is a commonly used term that pretty much everyone has heard of in relation to websites and how to get people to them.  Even though most people are probably familiar with the term, it’s likely that they really have no idea what it is or how it works.  SEO (short for Search Engine Optimisation) is effectively the process of preparing your website to be search engine “friendly” so that it can be properly indexed and people can find your site when they search for keywords that relate to what your site offers.

SEO refers to what are known as organic search results.  These are the results that are freely generated by a search engine when someone goes looking for something.  In other words, they are unsponsored results.  You cannot pay a search engine to improve your position in the organic search results, because the search engines are trying to deliver the most relevant results to the search being performed, not the results that are being sponsored by a particular business or website.  To do that, you need to use Pay-Per-Click type campaigns which are detailed in the next section.

To understand (very simply) how organic search results work, think of it like this:

The search engine will crawl your website and will gather up as much relevant information as it can.  It will link from one page to the next using the links on your site and will index that information so that it can find it again quickly when someone is looking for it.  That’s all great – the problem is that there are so many other sites that potentially have the same or similar information as yours.  So how are you going to get your site to appear high up in the organic results?  As a matter of fact, there are a lot of things you can do if you know how and you have the time and inclination.  Most people, however, have neither.

Google, as an example, uses a wide range of factors to determine which site is the most relevant to the search term that’s been typed.  Some of those factors are:

  • How closely the search term (or “keywords“) can be matched to terms found on your website
  • How popular your site is compared to others
  • How many other sites that are popular actually link directly to your site
  • How fresh the content on your site is – has it been updated recently or could it just be another defunct website?

There are many, many other factors that are taken into account and each one of them can be influenced in some way, if you know how.  The point is, depending on the competition that exists for the type of product or service that you are offering, the more time you need to spend to keep your site close to, or even at, the top.

The best way to do this is to firstly have an expert analyse your site and make the necessary modifications to your internal SEO to ensure that your site is optimised for what the search engines look for.  Then, hire an expert to carry out external SEO on an ongoing basis to ensure that all the other factors are covered.  This would include such things as generating publicity for your site, encouraging and generating links from other popular sites to yours, writing relevant high-quality content to be posted to popular blogs and much more. can offer you all of the above services, allowing you to optimise your website and maximise your traffic thereby bringing you more customers and more potential sales.

Pay-Per-Click Campaigns – With Google Adwords

adwords-individual Organic SEO can be very powerful in the long run, but changes that you make today are not likely to take effect tomorrow.  Those changes can take days, weeks or even months to actually start to show real results.  That doesn’t make them any less important, but they are realistically a more long-term investment.

Pay-Per-Click (or PPC) campaigns are an alternative means of advertising your website, product or service via the search engines (and even via other websites).  Unlike organic SEO, to run a PPC campaign, you are effectively placing ads in front of potential customers.  PPC campaign ads are entirely separate to the organic search results and work very differently.

Google Adwords is an example of a PPC ad campaign network and it is the ad network used by us here at  It is a highly flexible marketing tool that allows you to make your own ads and target those ads directly to the customers that you are looking for.  There are various ways of paying for those ads, depending on your advertising goals.

For example, if your goal is to raise awareness of your brand, product or service, you may want to pay according to the number of impressions that your ads get (in other words, the number of times they are displayed to potential customers).

If you goal is more profit oriented and you want to increase your sales of a particular product or service, you may want to pay according to the number of clicks that your ad receives.  In other words, even if you ad is displayed 100 times, you only pay when someone clicks your ad.  A click on the ad means that someone will land on your website, at a location of your choice.  Then, it’s up to you to work out how to convert that to a sale.

PPC campaigns can also offer conversion tracking, where you can actually track the process from the time someone clicks your ad to the time they actually make a purchase, seeing how they respond at each stage.  This can be incredibly powerful in fine-tuning the conversion process and increasing the number of people that buy as a result of clicking your ads.

We have Google Certified professionals on board who can manage these campaigns on  your behalf and assist you to accurately target the customers you want and to decide what budget best suits your particular campaign.

For more details on how each of the above services can help you to attract more customers and gain more sales, contact us today and discuss your needs with one of our professional advisors.  It costs nothing to ask, so you’ve got nothing to lose and everything to gain!

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For more details on how each of the above services can help you to attract more customers and gain more sales, contact us today and discuss your needs with one of our professional advisors. It costs nothing to ask, so you've got nothing to lose and everything to gain!

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