Search Engine Marketing

Search Engine Marketing

With around 93%* of internet searches starting with a search engine, Google has become one of the go-to tools for anyone looking for virtually anything. But if every business owner wants to have their brands appear within search engines result pages, which one reaches that much coveted top spot? – Well, that is the $bn question, and one which is kept a much guarded secret by search engines themselves.

Imagine 1,000 Norwich City supporters in the Ipswich Town gift shop; the likelihood of any of them purchasing something is slim at best. But, put 100 Norwich City supporters in the Norwich City gift shop and the likelihood of them purchasing something is significantly increased.

The skill is to create a website that delivers not just traffic, but high quality traffic which is interested in your business. Less is quite often, much much more.

There are two aspects of search engine marketing which delivers traffic:

SEO (Search Engine Optimisation) - "free traffic" achieved through increasing visibility of your website to achieve high "natural" listings in a search engine (what "being no.1 on Google" relates to)

PPC (Pay Per Click) - effectively buying traffic through sponsored advert listings


Just like you wouldn’t set up an ice-cream stall in the middle of a harsh winter, sell thick coats in the run up to summer, or even think about opening a shop where all other shops already sell your products – Search Engine Marketing empowers you to make rational business decisions based on competition, trends, demand and give your business the best chance of not only winning, but winning the most suitable race.


Your website sells ‘summer shoes’ - Would you attract more business if you referred to them as ‘flip-flops’ or ‘sandals’ instead? Would you expect to attract business all year-round even if listed #1? Would you be more competitive in a niche such as ‘kids flip-flops’?


  • Competition: Study the opposition to learn from their activities.
  • Focus: Identify the best opportunities and most effective ways of achieving results.
  • Costs: Invest your time and money in the most profitable opportunities.