What is Website Optimisation?

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 Optimisation and Search Engine Marketing optimisation techniques.

Website Optimisation Diagram

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Website Optimisation

Website Optimisation is the process of optimising a website from the keyword and competitor analysis at the beginning through to optimising for organic Search Engine Optimisation and Search Engine Marketing.

Search Engine Optimisation

Search Engine Optimisation (SEO) is a term used to describe the organic area of Google which involves the tuning of a website to appear as high as possible in the organic search results.

Factors that affect SEO are on page optmisation and off page optimisation.

Search Engine Marketing

Search Engine Marketing is a term given to the paid advertising of both the Google and BING search engines.

While Search Engine Optimisation is about organic positioning in the search engine, Search Engine Marketing focuses on the paid or PPC (Pay Per Click) advertising which is called Google Adwords or BING Ads.

Conversion Optimisation

Conversion Optimisation is a term used to describe the optimising of the conversion process so that customers either call, click or complete a contact form on a website.

To optimise for conversions we need to establish the actions we would like the visitor to undertake, be able to measure the actions through the whole process right through to the conversion at the end. Optimising this process involves planning the actions and measuring the number of actions that were carried out versus the number of visitors that didn’t convert.

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