Intro

Search Engine Optimisation (SEO) is one of the most important things you need to think about when setting up your website initially, you also need to keep on top of your SEO campaign because this alone can (if done well) keep you on the first page of a Search Engine, which means you will be found when searched for.

Pay Per Click (PPC) basically is a way to pay for sponsored advertising by auction so you rank higher than you might without it. On the right hand side of the Search Engine index you will see the sponsored links – these are all paid advertisements.

Definition

Search Engine Optimisation (SEO) – The use of keywords, phrases, optimisation of images, tags, titles and links to increase your index on any search engine.

Pay Per Click (PPC) – Paid for advertising – you place an ad and if it gets clicked on you pay the set auction amount set out in your Google Ad words campaign tool.

Benefits

By using SEO and PPC your website will be ranked higher than those who do not employ these tactics. This could mean you have the edge over your competitors if you do this well. It is recommended to use a professional SEO/SEM/PPC company to assist you with this as there is an art to it and it takes TIME to get results.

Pros

• Your business will be found by your prospects when searched for
• Its good brand exposure
• You get more hits – which you have the potential to turn into sales

Cons

• Clicks do not mean sales – you have to work on the conversion manually
• It can be expensive if you do not do it right
• It takes time to get indexed using just SEO tactics

How to Implement this into your Business

• Use the keyword tool and decide on the keywords you think are best suited for your business – basically what will your prospects be searching for you under?
• Set up the Google Ad words campaign
• Request a weekly Google analytics report and analyse it and make adjustments as required.
• Make sure that the content of your website is saturated with keywords in context. (You cannot just put lists of words on a page and expect to be optimised – Google penalises you for this)
• You may have to ask for help from an expert in writing web copy.
• If it is in your budget use an expert SEO company to help you set this up properly otherwise you could be throwing money down the drain.

Tips

Do not choose just the obvious words as your keywords – give them a tail, so you might sell tyres in North Brisbane, so instead of choosing “Tyres” on its own choose “Tyres North Brisbane” or “Fit Tyres Brendale” – seen as people won’t generally fit tyres themselves you can use the terms of your service to help get better rankings.