What Is Search Engine Optimisation?

SEO, Natural, Organic & Earnt Traffic from Search Engines

Search Engine Optimisation – A Guide

Online Search Engine Optimisation Bible Moz.com describes Search Engine Optimisation as “…a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines.”

In the search results, Google™ provides links to pages it considers relevant and authoritative and will provide the right information based on the users search query.

Search Engine Optimisation is a long-term strategy, where the right SEO can net you thousands of visitors and increased attention. It is also a constantly evolving strategy which means that you need to keep your finger on the pulse at all times.

Considering If Search Engine Optimisation Is Right For You? Consider This SEO Analogy:

“Let’s say the internet highway is the freeway and we consider the following scenarios. 1) You’re not on the freeway (i.e. your not doing SEO); 2) You’re on the freeway but you’re in the slow lane (so you’re tinkering with SEO); 3) You’re on the freeway in the middle lane (you’re working your SEO well); or scenario 4) You’re on the freeway in the right-hand lane giving it a little bit more than the others.

SEO Scenarios

Search Engine Optimisation AnalogyIn ‘Scenario 1’, you’re thinking about merging onto the freeway, let’s face it, its a long way to Margs going the back roads. Meanwhile, all of your competitors are on the freeway, optimising their travel-time and reaping the benefits of more time in Margs (more free SEO traffic).

Scenario 2, you’ve decided to get on that freeway, it’s a little crowded, you’ve read a couple of blogs, follow a few websites and you’re giving it a go. You’re in the left lane doing 80, some headway but certainly not as much as your competitors in the middle and right-hand lanes. Some rankings but certainly not seeing the returns for your efforts. Will you keep going or will you decide at some point to give up and get off the freeway?

Scenario 3, you’ve seen some results and you have a taste for success but you know you want more. You do the right thing and hire a Local SEO expert. Together, you keep buying, trying, testing, and removing optimisations. You watch your competitors and study their moves for inspiration, but you don’t worry. Everything is running to plan. Suddenly, a few months in, something happens. You start placing in on the first page for some key search terms. The website traffic (and new business) is slowly starting to add up. Risk level lowering!

Scenario 4, you start to invest more in your SEO than your competitors and eventually, you start winning. Your organic traffic gains start to offset all your losses with a healthy margin of revenue leftover to enjoy. But it’s important you think about the next Google Update. New technology will arise. New search conditions, new competitors, and a hundred other factors will need your monitoring.

Why Search Engine Optimisation Is Vital For Business

You can’t just sit still just because you’re winning – if you don’t stick with it, you’re going to fall behind again. You can’t afford to do that after all your investments.

This is why we measure SEO ROI over time, together we can get your site to the top of the rankings and with a long enough freeway, you’ll see a return on your investment.

I’ve used the freeway traffic analogy a million times. I’ve used it in pitch decks, live presentations and chats over coffee. I want to make sure from the outset I’m explaining to the client what they will be in for with an engagement. SEO is a long-term strategy that is part art, part science. You need to know where you’re going, what your competitors are doing and constantly adjust along the way.

Are you ready to start your Local SEO Strategy? Come with me, let’s do it, let’s start today.

If you’re looking for more immediate results, try our paid search services Google AdWords Management, similar results, quicker but also with higher cost. I have a story about that too.


The time it takes to deliver ROI on your Search Engine Optimisation depends on several factors including your industry, your competitors and your budget. Your website has a reputation with Google and depending on what that reputation is, will ultimately determine how long it will take to see major improvements.

We optimise websites by implementing long-term, white-hat strategies that are tried, tested and trusted. While we typically start seeing results around the three month mark, we usually suggest that more realistic timeline is six to twelve months.

If you’re looking for a more immediate return on your digital marketing spend then we would suggest one of our Google Ads or Facebook Ads management packages.  

We can help you drive real results, real fast with our customer targeting and campaign optimisation. 

No, you do not.  We don’t believe in using or locking you into long term service contracts. Instead, we prefer to prove our value to your business through continued improved performance and transparency.  As always, we suggest a minimum commitment of three months as this gives us time to set up, deliver and optimise your performance. 

We do ask that a 30 day notice period is used so we can complete our tasks and arrange for the handover.  Any accounts or passwords created by our agency, during our partnership are in effect owned by you and will be handed over at the end of the relationship.


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