Website Optimisation is an end to end process by which all factors are taken in to account to optimise the exposure of a website in the Organic and Paid Advertising spaces in Google and BING.
The process starts with the selection of keywords and comparing these against the on-line competition and finalising a master set of keywords to use for both Organic and PPC optimisation.
Both the PPC and Organic optimisation need to be in sync so that for some keywords the website might be ranking quite well organically and there is little need for targeting a PPC campaign for the same keywords. In other cases where keywords are not ranking well it is advisable to embark on a Google Adwords PPC campaign targeting the pay per click search results.
Website Optimisation uses both Search Engine Optimisationand Search Engine Marketing optimisation techniques.