What is SEO?

And more importantly, why do you require it?

I have taken the liberty to break down this white paper into a couple of digestible sections. Please do not hesitate to scamper across to the most appropriate area that interests you


1. So, what is SEO?

2. Why is it so important?

3. The three things you must do?

4. Who can you trust?

5. What can you expect to attain?

Too SEO or not SEO? That is the Question

SEO, stand for Search Engine Optimisation. Lots have been stated and composed all over the net on this very demanding topic by every self-effacing Marketer today.

Undoubtedly, I make sure if you trawl through a search on Google for the term SEO, you will most likely discover many entries on the subject and herein lies both the description and the taking place problem.

Challenged by a large number of sites to pursue one’s search further, a typical searcher will click on maybe 20 websites to discover what he/she is searching for at best.

So what happens if your site is ranked from, say, 30 or 40 or a 100 upwards? The possibilities are you will be one of the very fortunate ones if your website gets any traffic worth discussing at all.

SEO at its very core, if appropriately used, is created to rank a website/webpage, for a pre-defined set of keywords, at the really leading of the online search engine, therefore, ensuring that a particular website has more opportunity of being clicked on than that of its’ rival’s ranked listed below it.

This then must imply that a site having been therefore optimised naturally rises to the top of the search rankings for those particular keywords. Alas, if only life was so simple!

Notification, I did state if adequately used; however, how do you know what to optimise and just how much to do?

Poorly cobbled together webpages with excessive optimisation or too little, sadly end up being either diseappearing on pages three and beyond in the deep recesses of the search engine results or get shelved by the online search engine entirely.


Imagine that you have a shop meat pies on an extremely busy high street filled with other meat pie sellers, each one offering pretty much the exact same thing that you are.

How do you go about attracting clients over your competitors? The response is that it is much more challenging to jostle for the number 1 area in real life without spending a fortune on advertising, marketing, and business branding.

Fortunately, in cyberspace provided the same situation, the playing field is rather much easier and a lot less expensive too.

The trick is getting your websites right the very first time around so that you can take full advantage of table-topping rankings and excellent traffic as a result.

But don’t stress if you haven’t delighted in much success with your website to date, existing websites can be tweaked and controlled to become more online search engine and visitor-friendly

On-page and off-page SEO methods can be applied to catapult your rankings to the really top of the free search engines bringing much-needed traffic and, more notably, a boost in income.

Finally, there is likewise another knock on result to better rankings but more on that at a later date.


This area applies to every site owner, be it reputable or a new launch

1. Examine – Always put yourself in the shoes of your possible website visitor. Pretend that you are them and look at it from their perspective. Do your webpages have the necessary content to attract and keep their attention? Is your message clear, well-thought-out? Is there an effective call to action or lead magnet? 

At first, this may seem a rather challenging or laborious procedure. However, I always advise my customers to invest a long time on it merely since even if you do attain top rankings, it does not always necessarily follow that your sales will likewise increase.

Over time, however, this will become a part of your thinking process naturally and will stand you in excellent stead when you decide to launch a brand-new product online or a brand-new website etc.;

The key here is to offer the customer an answer and something of value related to the reason for their visit to your webpage. In so doing, they should exchange their contact information or reach out to your business.

2. Display – In the online world, a lot can occur too rapidly. I’m sure that almost everyone should understand the utter havoc produced by the Google Florida updates in November of 2015.

To quickly summarise, Google began implementing their guidelines and had actually grown tired of those site owners using “spammy optimisation” techniques and having little or no genuine material.

Google declared that the change was all part of its continued efforts to enhance its online search engine results.

Some people thought nevertheless that it was an over optimisation charge, others a bug possibly. Whatever it was, Google had upset plenty of people in the process.

Obviously, Google comprehends the reality that individuals’ organisations depend on Google outcomes. Craig Nevill-Manning, Google’s Senior citizen Research Scientist, said, for what it’s worth, “I apologise for the roller coaster. We know that changes in the algorithm affect individuals’ livelihoods. We do not make changes gently.”

Needless to say that the Florida Google algo upgrade caught lots of search engine specialists off guard. Google slapped previously high-ranking sites and relegated them down the search engine results.

The takeway of this episode is to monitor your rankings continuously, do not attempt half-baked spammy optimisation methods – instead, fill your pages with real content, and once in a while, go have a look at Google’s ranking criteria

3. Adapt – The web marketplace is a fantastic place to take advantage of an ever starving world large audience. However, what takes place when things go wrong, and sadly they in some cases do?

Remember SARS or 9/11 and the taking place fear of terrorism! It decimated the already slow travel market at the time. While no one can predict these occasions or, for that matter, what lies ahead with any deal of precision, it may assist in having some contingency plans in mind.

For instance, when the fear of worldwide travel was at its’ height, some companies much better ready than others turned their marketing and their websites to promoting internal travel.

Suddenly these companies had access to hitherto untapped audience interest and, as a result, grew their customer database and better still increased brand name commitment.


So, you have been spammed by countless so-say SEO “EXPERTS”, all promising the holy grail in online marketing results for your website rankings.

So, who do you rely on?

Here are four questions to have in mind before communicating with that offshore SEO specialist. To assess whether an SEO company deserves your business, ask: 

a. what length of time has the company been around for?

b. who their customers are? 

c. are they pleased for you to talk straight to their consumers? (this will typically sort the wheat from the chaff!) 

d. the all-important results – Can they provide client references for buyer keywords keywords in your niche. 

And remember, there is no point investing in SEO if you do not have an overarching strategy to turn online traffic into leads, prospects and customers.

With the ideal SEO techniques implemented, both on and off-page, essential selling pages should be linked to internall, from your ranking pages to get visitors to enter your sales funnel. If nurtured correctly, these brand-new visitors/customers will go on to become valuable customers.

When these essential pages begin to rank well, similar optimisation work can be done to subsidiary pages.

An objective should be to get your web pages to rank as highly as possible, spreading the risk of losing individual page ranking and traffic across a range of content. Your content choices are critical as they should appeal to your target audience and increase prospects. Such a strategy will function as a countermeasure against any unforeseen problems with search engine algorithm modifications etc.


In a nutshell, therefore, your essential pages must have good content presented in such a way that both engages and encourages your target audience and backed-up by a strong call to action.

Get this standard concept of SEO right, and your search engine rankings will nearly look after themselves.

The bottom line is: Material is what it is all about from both your target market and an online search engine perspective.

Related posts