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Search engine optimisation (SEO) is well-known to provide the highest return on investment (ROI) compared to any other online marketing approach.
The latest trends in search engine optimisation are moving towards local & regional searches; social media activity and searching content through mobile devices. All these factors can directly work for your business and your customers, so its never been a better time to start tapping into the power of SEO!
As you commit to search engine marketing efforts, you will see improving returns in the form of traffic and conversions to your website. This "virtuous cycle" of better traffic and conversions will improve your business' bottom line. So what are you waiting for?
Compared to print, television and magazine advertisements, SEO is highly targeted, highly relevant and offers much more lasting efforts to your business online. You can track the effectiveness of SEO campaigns with accurate data, and take action to improve your campaigns. SEO truly puts marketing and promotional power in your hands.

WHAT IS SEARCH ENGINE MARKETING?

Search engine marketing involves the improvement of your website and business performance online to generate traffic, convert traffic into customers and keep your business in active competition online for the short, medium and long-term.

Search engine marketing involves two approaches:

Organic optimisation of your website and online business presence
Paid advertising on search engines and organic optimisation of your website and online business presence.

Both methods require differing approaches but both can be used strategically to improve your business performance online.

SEO

WHAT IS SEARCH ENGINE OPTIMISATION (SEO)?

Search engine optimisation (SEO) is a range of online marketing practices aimed at delivering better business performance for your website through major search engines like Google, Yahoo! and MSN Bing. The goal of SEO is to better 'connect' people who are searching for your business so you can convert online 'surfers' into 'customers'.

HOW CAN SEO BENEFIT MY BUSINESS?

SEO can help increase traffic to your website, so your business gets more awareness through the major search engines, when people search for key terms. Getting high quality traffic, that is people directly looking for what you have to offer, can mean people who are more like to buy from you.

DO I HAVE TO BE A SPECIFIC TYPE OF BUSINESS TO BENEFIT FROM SEO?

No, the beauty of SEO is that it can be tailored for any type of business, market and industry. Since people find it hard to precisely know what they want, they enter 'keywords' in search engines to provide answers and often follow the guidance of trusted websites. A growing number of businesses and public customers, therefore, trust search engines and specific websites. So, your business can be part of the 'loop' of trust and confidence as a result of search engine optimisation.

I'VE HEARD MIXED OPINIONS ABOUT SEO, HOW CAN I ENSURE I RECEIVE A CREDITABLE SERVICE?

SEO service providers should largely follow two main principles when delivering SEO work.

Firstly, they must deliver ethically approved 'white hat' SEO techniques, that are favoured by search engines and won't get your website penalised. Bad practices are known as 'black hat' SEO and the SEO agency should explain these practices and of their approach to avoid using them.
Secondly, they must be accountable with their SEO work in providing regular performance reports with data to back them up as evidence.

PAY PER CLICK

WHAT IS PAID ADVERTISING?

Paid advertising involves the creation and targeted placement of advertisements, such as Google Adwords, on search engines. These "ads" are served up on the results page of a search engine when people search for keywords and phrases related to your business. 'pay per click', meaning ads are paid for, only when people click on them and 'pay per impression' when you pay for every 1000 impressions of your ad on a search engine results page.

HOW CAN PAID ADVERTISING BENEFIT MY BUSINESS?

Paid advertising has been proven to be effective for any type of business. What's more, you only pay when people click on your ad or a set number of impressions are delivered for a search term. You receive a form of advertising that's highly targeted to the needs of searchers and completely controlled to a given budget. Unlike advertising on television, radio or newspapers, you receive detailed statistics on your advertisement's performance with search engines and ads can be improved for better returns.