Use Google to bring traffic to your site

Google 'Pay-Per-Click' marketing (PPC)

'Sponsored links' in Google are a reliable way to bring large numbers of people to your website.  The clever part is that you only pay when someone clicks on your link. PPC has several benefits:

• You control how much you spend, day by day
• You can choose which searches you appear in
• You determine your position - not Google

If your campaign is properly managed, your website can provide you with a constant stream of new sales leads at a price you can afford.

And you don't have to wait. Once set up, Google will start sending people to your website within minutes of us switching your campaign on.

Search engine optimisation (SEO)

SEO is all about designing and developing your website to be ranked high in Google's natural listings. Your position on Google is affected by:

• The layout and technology used in your website
• The written content within the website
• The websites that link to your website

Optimisation is not an exact science and no one can guarantee results (don't let anyone tell you they can). But, over time, you can increase your ranking and benefit from traffic that you don't have to pay for.

Read the next section to learn about the importance of having a good content management system.