Search engine marketing is search engine optimisation coupled with a long-term strategy for not only getting your site to the top of the search engine rankings but keeping it there and turning those that search for your keywords into qualified customers. Search engine marketing is the next natural step after search engine optimisation.

While search engine optimisation is a one-time affair, search engine marketing is a continuous process. Once your search engine optimisation has put your site onto the first pages of a search engine's results you can be sure that your competitors will want that position back. Search engine marketing not only aims to keep you there, but to increase the number of keywords and phrases you appear at the top for and turn more and more qualified visits into conversions, or in plain English, turning visitors into customers.

Search engine marketing uses various techniques to build up a picture over time of how your customers are searching for your products and services. The various methods used can include:

• Monitoring the number of times your keywords are searched for in search engines and the number of times keywords that are similar to yours are used we can build up an accurate picture of relative and relevant keywords that can then be included into your site
• Monitoring and analysing your traffic so we can build up a picture of where and how your customers are finding you
• Keeping abreast of search engine rule changes and applying those changes to your site