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Do you need higher search engine positions for your website? It's now estimated that 83.8% of all website visits originate with a search enquiry. But to get traffic you need to be on the first or second page in the search results. You can do all the necessary work yourself or hire a company offering search engine positioning services, like Incise.
There are two main types of search engine positioning services - search engine optimisation (SEO) and pay-per-click advertising (PPC).

SEO is an investment in the medium to long term visibility of your website. It takes time to get results but once your site is well ranked, it will be a while before it drops, provided you don't break any rules and are prepared to keep adding new content. It is the service by which you get your site well positioned in the natural search results against the keywords and phrases that you are targeting.

PPC systems, like Google's Adwords, are auctions for keywords - the advertisers who bid highest and succeed in attracting the most clicks get the top positions. PPC is great if you need traffic quickly. It enables you to test and measure which keywords, advertisements and landing pages produce the best return on investment. The search engines provide useful analytics tools that enable you to quickly identify where your campaign is working and what you need to change.

When we launch a new website for a client we generally advise them to use both search engine positioning services to start their marketing. It can take up to three months before the search engines have properly indexed a website in their databases. You can be using that time to test your site with pay-per-click and to make adjustments to the site so that when your optimisation investment starts to pay off, you get a better conversion rate.

It's vital to remember that search engine positioning is not an end in itself. Your sales may benefit if your site is well ranked against a search term that's highly relevant but your conversion rate can be improved dramatically by testing and measuring the pages to which you drive your visitors. Changing just one word in a headline have been known to improve conversion rates tenfold or more.

The effect on your profits can be dramatic.

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