Search engine positioning is without doubt a "dirty" business. If you have a web site - especially one that already has some good search engine listings - you will doubtless receive calls from many "pushy" sales people trying to convince you that they are the only people in the world that can get you to "the top of Google". They will always tell you what phrases you are not listed under, conveniently ignoring the (often more appropriate) phrases that you are listed with.

If only things were that simple! They can't all be right, and in any case what do they actually mean by "the top of Google"?  With what phrase? Paid or "Free" Organic listings? What is the cost? - and is the "guarantee" meaningful?

The bottom line is that most clients need to be on the first page of Google with their most important phrases, but they also need to understand that they need to use sensible targeting.

There are many thousands of Accountants, they cannot all be on the first page, but in any case don't need to be. If someone in Aberdeen types 'Accountants" into Google, they don't really want to see accountants in Bristol, and your average accountant in Bristol is not going to lose any sleep if they don't have any clients in Aberdeen.

Sensible targeting (geographical or otherwise) is essential, and benefits everyone. We can advise on this as a key part of any search engine services we provide.

There are two fundamentally different main types of listings on the engines:

1. Organic - or FREE listings.  These are based on the engines interpretation of your site, and SEO (Search Engine Optimisation) of your site is essential. Once achieved, the clicks through to your site cost nothing, but there needs to be significant and ongoing work to achieve and maintain the listings.
2. PPC - Pay Per Click, Sponsored Listings, or in the of Google called 'AdWords'. These make an awful lot of sense for many businesses but careful management by a suitably experienced or qualified professional is often essential. PPC can be set up same day, adverts can be triggered with words and phrases of your choice (no need for SEO), but every click through to your site costs money. As long as the average cost of conversion is an acceptably small proportion of the margin on the sale achieved, you are happy!