Search Engine Optimisation & Search Engine Marketing
You need your website to be found in the search engine results.
Search Engine Optimisation
Search Engine Optimisation (SEO) is the method of constructing web pages that are both useable and informative for the end user and easy for the search engines to discover and index.
Your website might be beautifully designed, with elegant typography and gorgeous pictures. That’s great, but if the only person who views the site is you, your website is useless and will not help attract new customers or sell your products. If the only way potential customers can find your website is by searching for your company name or already knowing your website address, you will be missing out on new clients and sales.
You need your website to be found in the search engine results for search words and phrases that are relevant to your website and business. That is why you need your website to be optimised for search engines.
Search Engine Marketing
Search Engine Marketing (SEM) describes a range of techniques that are used to make a website visible to the search engines and to keep the website fresh in their eyes.
Good results can often be obtained by optimising the website, but the ongoing marketing of the site requires a regular investment of time. If your website stands still, hard won search rankings will gradually be lost.
Search engine marketing starts with ensuring that the website content is optimised for search engines and that the search engines are aware that the website exists. It often also includes the use of “pay per click” keyword advertising campaigns such as Google Adwords.
It is relatively easy to make the on-site changes to optimise a website, but there are also off-site factors that can make a huge impact on how a site performs in search engines. An on-going link building campaign gradually spreads the word about your website and search engines see these inbound links as “votes” that your website is a legitimate, valuable resource that deserves to be listed high up in the search results.