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What is SEO? (Search Engine Optimisation)

SEO (Search Engine Optimisation) improves the ranking of your website on Internet search engines. SEO addresses the keywords and search terms people type in search engines. To optimise your website, you’ll need to ensure it caters to the ways search engines operate. This may include editing your content and backend coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Keyword research and analysis involves three "steps":

  1. Ensuring the site can be indexed in the search engines
  2. Finding the most relevant and popular keywords for the site and its products
  3. Using those keywords on the site in a way that will generate and convert traffic.

You can either do this internally (many tools are available) or hire a consultant.

What is SEM? (Search Engine Marketing)

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages, as well as targeting search engines which may be used more by people more likely to be customers of your business. ( may be an example for Australian Manufacturing businesses).

Work both SEO and SEM into your own online strategy

Both SEO and SEM are valuable tools which can help bring traffic (or prospective customer visits) to your website. Each has particular benefits. Effective SEO helps present your company’s website link higher on search engine listings (remember, if you are not among the first few listings, the likelihood of a prospective customer hitting your link diminishes dramatically). Find out what each particular search engine requires for effective display and cater to it. SEM can present your company directly to your would-be customers on the search engines they regularly use. You may consider using online advertising techniques such as Google Ad Words ( to help drive more traffic to your website.

Where do I start?

There is an enormous amount of information about how websites can improve their rankings in search engines and drive more traffic to their sites. SEO/SEM are both vital ingredients to an online marketing strategy. Not being online and not having a good web presence and strategy means you will miss out on valuable business. You may consider devoting some time to building your own skills (online courses are another option) and monitoring the level of improved site visits. Google Analytics ( is a free and effective tool to help a company track and monitor the success of their website. Many consultants offer expertise in these areas.

Online information, tools and templates can help your business explore improved process for your online marketing strategy. Some examples are as follows:

Some search engines you might consider using SEM on:

Global Sources Australia

Industry Search

Australian Manufacturers

Google Analytics

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