SEO & PPC WHITE PAPER

You’ve taken the trouble to launch your beautifully-designed website into a global arena where everyone’s invited and there are no tickets required. But before you sit back and wait for the guests to show up, did you remember to hand out the directions?

In the great land of the www, you need to ensure that your site is visible so that search engines (think Google, Yahoo etc) can do a good job of directing as much organic traffic to your site as possible and increase your popularity or ranking in the process.

Search Engine Optimisation (SEO) is designed to do just that. By following a few simple rules, you’ll soon be out-ranking and out-performing the competition.

And you are? Search engines need to know what you do, so the golden rule is to ensure your text includes keywords and phrases that your potential visitors will use to find you.

Your site has to be useful. Give your visitors something constructive to think about, from news and reviews to case studies and tutorials. Visitors who like what you say are more likely to give you a link, tell a friend or, better still, a whole forum of potential visitors.

Keep your content fresh! Update regularly - keep your news topical, your reviews insightful, or even a little controversial and ensure any references and links you include remain current.

Write on. If you’re not sure that you’re giving your visitors appealing, relevant and grammatically-correct text to read, get an SEO copywriter in to do a proper job.

Play tag. The text is superhighway’s Routemaster and every aspect of it can be signposted and optimised to keep the traffic flowing your way. Good SEO will have your titles, subheads, descriptions and keywords tagged and ensure the search engines’ algorithms are always working for your pages.

Quality not quantity. Your aim should always be to achieve high value traffic and not high volume traffic.

Remember, that while SEO needn’t cost you a penny, there is no substitute for good advice from experts who know how to drive traffic in your direction.