Search Engine Optimisation Explained

“My friend got burnt by a company which stitched him up with Adwords. He hates Search Engine Optimisation”.

This is a complaint we hear all too often. The company which “stitched him up” may not have taken the trouble to explain the difference between Pay Per Click advertising or “PPC” (e.g. Adwords) and Search Engine Optimisation or “SEO”. Or the friend wasn’t happy and lumped the two terms together on purpose.

What is SEO?

SEO, or Search Engine Optimisation, is a way of constructing your site so that its visibility to search engines and their users will improve. In other words, it can help your site show up more often in relevant searches. Traffic from this method is called “organic” or “free” traffic, and is broken down into “On Page SEO” and “Off Page” SEO”.

What Is Adwords?

AdWords is Google’s pay-per-click (PPC) advertising solution. There are others, such as Bing Ads, but Adwords is by far the most popular. PPC ads allow businesses and website owners to bid on the chance to show ads next to internet searches. You only pay when someone clicks on your ad to visit your site or call your business. The ads give you the opportunity to be noticed by a wider audience online.

Which One Should I Choose?

It is not a question of choice, as the two can be complementary.

Optimisation of any well constructed business website should be part of the cost of the site. SEO is a long game in comparison to PPC but it is working for you 24/7. Even on weekends, whether you’re running a paid campaign or not.

Adwords (or its “lite” version Adwords Express) is an option for more immediate results, but at an ongoing cost.

Search Engine Optimisation
Search Engine Optimisation

On Page SEO - How We Make It Work For You

The key to pleasing both search engines and visitors is to have quality content on your website. However search engines first have to find out what each of the pages on your site is about. Then they can rank your site and direct visitors to it. On page SEO is what you do on your own website and individual pages in order to grow traffic

All pages on sites that we build pay attention to the following key On Page SEO elements which help to improve this process:.


Keywords are the words and phrases that people type into web browsers when searching the net. We have several tools which help us to select keywords which are currently ranking well for your particular products or services and we include these in the copy on the relevant site pages.

Title Tags, Meta Descriptions & Image Tags

Title tags and meta descriptions tell search engines and visitors what a particular page or article is all about. They must be of a certain length and typically include keywords and information about your brand or product. Image and ALT tags for all images should contain keywords relevant to the page or post on which they appear.

Internal Links

Internal links to other pages or content on your site help search engines learn more about your site. Internal linking also helps move traffic through your site, including directing visitors to content you want them to see such as blog articles.

Security – SSL Certificates

SSL is an acronym for “secure sockets layer”. You can tell if a website is SSL secure by looking at the URL structure. If it starts out with “http,” it is not SSL secure. If it starts with “https,” then it is secure. From the beginning of 2018, search engines will display a “Not Secure” message if people try to access a site without an SSL certificate. This may make visitors nervous and will probably effect your traffic.

All sites that we build come complete with an SSL certificate included in the price.

Off Page SEO - Getting Other People To Do The Work For You

Unlike on page optimization, Off Page SEO depends on other web pages to improve your site or blog.

Off-page optimization deals with building external links to your site, and to work well it needs to be an ongoing process. If you gain high quality links, then your site can rank higher.

There are several techniques you can use to build links. These include blog commenting and article submission. Linking to social media sites such as Facebook and submission of your site to search engines are other methods of getting backlinks.

We can help you with advice on external link building strategies, which may vary depending on your situation.

Search Engine Optimisation

Is Your Site Suffering From Poor SEO?

Maybe It's Time You Had A Re Build!