Ok, so you have a website that wows] your colleagues, but do you have a website that wows your clients? In fact, are you drawing the visitors to your site that you really need to make it profitable? Sadly, most website owners fail to get the return on their Online Marketing spend that is viable and a decent Search Engine Placement is a thing they are unlikely to achieve. Today we’ll review a typical search engine results page and look at how, with the assistance of a Website Optimization Company, you could reap the greatest reward from your Online Marketing investment.

If you use Google (which a large number of people do) you’ll already be familiar with the look of their results page. You enter say, “Website Optimization Company” and you’ll get two sets of results returned. Down the right hand side of the page (sectioned off by a vertical bar and across the top of the page (with a pastel coloured background) you’ll see a set of results titled “sponsored links”. These are chargeable adverts. They are kept separate so it’s quite clear that they are paid for.

The organisations that place these adverts usually pay no advance charge, but they will make a small payment each time any searcher clicks on one of the links. This is known as Pay Per Click (PPC) advertising. The remainder of the results on your page (if you’re using Google) will be what are generally known as “Organic” results. No payment required for these entries, just a fair amount of savvy and a fair amount of hard work.

Whilst PPC advertising could well be an significant part of your Online Marketing plan as you hunt for a good Search Engine Placement, surveys have shown conclusively that search engine users place greater trust in organic results than in paid for adverts. This isn’t particularly surprising. Organic Search Engine Placement tends to be earned rather than bought. To be on page one of Google or any other modern search engine, you’ll need to have a website that is relevant and authoritative in the view of the search engines. Only by filtering the results effectively, can the search engine make certain it provides exactly what the searcher requires.

The sophistication of the search engines means that they have many methods of ensuring your site meets their criteria. In days gone by, it was possible to fool the search engines into serving up your website to an unsuspecting searcher no matter how suitable (or unsuitable!) it was. Thankfully, we no longer have that problem. Search engines such as Google employ extremely subtle algorithms to determine the suitability of a result with the main reasoning being that for a site to rank highly on a results page, especially for a common or competitive search word, that site will almost certainly require some citations – that is, it will need to be linked to by an authoritative source.

The downside, if indeed it is a downside, is that you now need to work much harder to achieve the ranking necessary to get your site to the top of the listings. Whilst there are a number of “On-Page” adaptations that can be made to your web site that will ensure it has the best possible chance of being indexed appropriately by the search engines, that page one search slot will be difficult to achieve without the assistance of a Website Optimization Company and a comprehensive and well designed Online Marketing campaign.

A good Website Optimization Company will advise you on those localized coding changes you can make yourself, help you decide which keywords and phrases will achieve the best Search Engine Placement for you and then go on to produce a full Online Marketing campaign. This should ensure that your company’s reputation as relevant and authoritative is reinforced and recognised by the search engines thereby ensuring a page one Search Engine Placement a reality with all the business benefits that bestows.

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