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The Web Gurus process of getting your business’ website ranking highly in Google search results is what we refer to as, Web Promotion – also known in the industry as Search Engine Optimisation (SEO) or Search Engine Marketing (SEM). If you are already running SEO techniques or Google AdWords campaigns, we can look at how much search traffic you are actually achieving and how you could possible achieve more. We believe that increased lead and sales generation comes from both organic and paid advertising; if you are implementing both then you greatly increase your chances of getting those click throughs.

Why is SEO so important?

Web Promotion is important because the higher up you are in the search results, generally, the more people will click through to your website. This equates to – more people are seeing your marketing message on your website and more leads and sales from people taking action based on what they see on your site.

SEO/SEM or Web Promotion is not a ‘set and forget’ task and here’s why:

  • Google is continuously making changes in how they rank pages in the search results
  • Your competitors are always wanting to get more leads too and are actively campaigning to do so

If you only run a web promotion campaign over a short time period than any results will be short lived, and achievements will decrease over time as your competitors who continue to market themselves, overtake your position.


When you hear people talk about being indexed, what they are referring to is that the search engines such as Google, Yahoo, and Bing have found that their web site exists and they have analysed its content (primarily the text on the site) to determine what the website is about.

After your site has been indexed it can then show up in the search results.

Page Rank (PR)

Page Rank (PR) refers to how Google determines a web pages’ relevance, importance, and authority on a particular subject. This is part of what Google use to determine the order of results on the search results page. Please note that it is only part of what determines where you show up on the search results. Unfortunately it’s not as simple as having a high PR to get to the top of the search results. It does, however, make it easier and levels the playing field when competing with other high page rank websites.

Search Engine Optimisation (SEO)

Search Engine Optimisation (SEO) is the art and science of getting your website found by people who you want to find your website – typically so you get more leads and sales.

SEO involves identifying how these people currently use the Internet to find you and your competition. And if they’re not currently finding you, then you can be sure they’re finding your competitors. Say for instance, they are using particular phrases to search in Google; then SEO is about making your site the one that is found and clicked on in Google by these people.

On-Page SEO

When wanting to get found on Google and the other search engines, there are two parts to the SEO puzzle, the first is what’s known as on-page SEO. On-page SEO relates to making changes to your web site to optimise it for the search engines, in other words; making changes so the search engines better understand what you have to offer people searching for your type of business.

Off-Page SEO

Off-page SEO as you may have guessed is about the things you can do separate to your web site that make the search engines see it more favourably and thus show it higher in the search results.

The number one off-page SEO technique is creating links (often referred to as backlinks) from other web sites to your web site. The search engines see that a bunch of other web sites link to you, so you must be important, so they show you higher in the search results.

Pay Per Click (PPC) Advertising / AdWords

When you do a search in Google, on the right of the search results, and sometimes at the top of the page, there are sponsored links – these are adverts that are linked to specific keyword searches. These adverts on Google’s search results pages are known as Google AdWords – this is the name Google gives to its advertising programme.

When people click on the adverts, Google charges the person whose advert it is. So the person running the advert only pays when someone clicks on that advert. It can be displayed on the search results 100s of time, yet you only pay when someone clicks on the advert, hence why it’s called pay per click. The cost of each click can vary depending on your competition at the time the advert is displayed and can be as little as a few cents, or for highly competitive markets, as much as ten or twenty dollars per click.

Pay per click (PPC) can be used as part of an SEO strategy and can be used completely separate and not related to SEO. When used in conjunction with SEO it is great for quickly determining what keywords and phrases get people to take action and visit your web site. Armed with this information, you can focus your SEO efforts on these keywords and phrases. Because if you show up in the search results for the same keywords and phrases that work well for PPC, then when people click on the search result to visit your web site, then you’ve got them on your site without having to pay for that click.

Web Gurus SEO process:

  1. Optimising your website for search engines – On Page SEO
  2. Marketing your website – SEO / Off Page SEO

The Web Gurus team excel at SEO practices since we continuously test what works with our own sites before unleashing the strategies for our clients to benefit from. We have systemised the process to ensure that what we do is repeatable for all our clients.

To find out more about our SEO strategies and what they can achieve for your business, please read our FAQs or contact us today.

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