Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) means making your website more attractive to search engines such as Google and Bing. It involves ‘going behind the scenes’ of your site, identifying words and phrases which accurately describe your business and inserting these in the invisible parts of the site (known as meta data) which Google and other search engines look at.
The result is that when someone searches for a particular word or phrase your site will come to the fore in the results pages. This is called natural or ‘organic’ search.
Search Engine Marketing (SEM)
This is recognised as being hugely more successful and cheaper than other forms of advertising.
When a website has been optimised for certain keywords it should have a good chance of being found when someone searches for that keyword. However sometimes this is not good enough to guarantee a page one ranking. This can be due to several factors; the website is new, there’s a lot of competition in that particular business, competitors may be linked to respected trade bodies and so on. A way of overcoming this problem is to use paid search.
We examine a client’s site, analyse their competitors and create a Google AdWords campaign for them. Google’s AdWords places an ad prominently in the results pages making it appear like organic search results. The client is only charged when someone clicks on the ad (this is known as Pay Per Click). Also in the ad can be a ‘call to action’ like ‘Call Jimmy now on 087-1275503’ so if a customer picks up the phone and calls there is no charge at all!