Search Engine Optimisation (SEO) and Pay Per Click (PPC) advertising are two of the best methods of driving targeted traffic to your website. If your website is under performing with a low number of visitors and low search engine positions, then SEO and PPC can make all the difference.

SEO is used to improve a websites natural position within the search engines. This involves optimising the website for the most appropriate, best performing and best value keywords and phrases for your business. The aim of which is to ultimately achieve a ‘Page 1’ position for each word or phrase within all major search engines as this typically delivers the best results.

PPC such as Google AdWords has a similar goal to SEO in terms of driving targeted traffic to your website, however it is achieved on a pay per click advertising basis. Your adverts can appear in search engines near the top and you’ll only pay when someone clicks on the advert. The more competitive a keyword the more you will have to pay per click to be placed near the top and works a bit like an auction system.

However, the best way to drive cost effective targeted traffic for your business is to use a combination of PPC and SEO methods in tandem, as the services will complement each other. Increasing your websites natural rank will help towards lowering the cost per clicks in your PPC campaign as adverts become more topically relevant to your content and achieve a higher quality score.

For the best results (best return on investment) your website should be reaching page one of Google for your best performing keywords (keywords that convert visitors to customers well). You should then support this with PPC campaigns that match those key phrases for the smallest expenditure possible.

There are many factors associated with Search Engine Optimisation and Pay Per Click advertising when trying to achieve real value for your business and professional SEO and PPC management will always achieve better results. Having a professional online marketing company, evaluate and manage your websites PPC campaigns and carryout white-hat SEO to boost your websites natural progress, will ensure the best chances of success for increased business.

Using a combination of PPC + SEO is an excellent all round solution, ensures your site has maximum online exposure, means you can invest in a local SEO company whilst also using the services of companies such as Google which invest in many excellent and very useful free services such as Maps + Analytics.

This is a very large and interesting topic well worth looking into further, this article has only given a brief outline so would advise consulting your local Library, Bookshop or search online using web or book search for further details.