How do you get to the top of Google (or any of the other Search Engines)?

• You need brilliant, well written text, supported by a great optimisation process and appear at the top of the organic listings (this is the main part of the Google page)
• You run a Pay Per Click campaign (and appear in the right hand column on a search results page)
• You pay to appear at the top of the Google search results page on top of the 'organic' listings.

This is all part of the SEM process.

Paying for a sponsored link can be very expensive and there are plenty of research projects that indicate that the public puts more faith in those links in the organic listsings. But this method is appropriate for some purposes.

A high organic listing should be the main aim. And you want good quality backlinks -  sites linking to your site.

SEM is a specialised task. It requires constant attention and is an area best left to experts.

I'm not an expert. So I outsource. Why?

Because:

• You need the search terms that potential clients are using this month, next month and every month.
• The most effective search terms are not necessarily constant.
• Google, and all the rest of the engines, continually change the way they rank websites. Which means that this month you could be on page 1, next month it might be page 101.
• Knowing how to interpret visitor statistics and how to use them to improve the rank of your site is an art and a science.