Frequently Asked Questions

9. What's the difference between a search engine & a directory?
A search engine uses a massive database, or ‘index’ of
Websites that it gathers via searching the Web by sending out
a robot, bot, or spider (a computer program designed to find more Websites and read their content so that more sites can
be added to the database). When a user performs a search,
this database is ‘queried’ and results are returned based on a pre-determined list of ranking criteria, known as an ‘algorithm’. There are no humans involved in the direct inclusion of
Websites within the database of a search engine, as sites are added automatically via the ‘spidering’ process.

A directory, on the other hand, is a database of Websites that
is structured by topic-based categories that have been pre-determined by humans. The addition of sites into each of these various categories is done manually by human editors instead of an automatic search engine spider. As a result, it is
somewhat more difficult to get your Website listed in one of
the major directories such as Yahoo!, DMOZ or Open Directory than it is to have your site automatically added to a search engine's index.

10. Why can't I do search engine optimisation myself?
The required SEO knowledge and experience is needed for a successful SEO campaign. The relevant resources and research are also an important part of the overall solution. Other skill sets such as as designing, formatting and Website maintenance may also be required. All work undertaken needs to be in accordance with the standards set by the search engines. Time and dedication are also vital for such strategies, which many people cannot commit towards.

11. How soon will I see traffic via SEO?
This depends upon a few factors. The four main ones are advertiser competition, keyword competition, Website status and the skills of your SEO team. The fact is, the way you generate results from Natural results is different to just placing a paid advert as with Sponsored Links. Top 10 positions take some time to achieve and depend upon the above factors. The main thing is to understand that results cannot be guaranteed and be wary of those who guarantee results for you as this is not in their control. The only people who control the search engine results are the search engines themselves.

12. Should SEO and PPC be treated separately?
Yes. They are different strategies and have different disciplines and skill sets. However, we have seen the results of combining PPC and SEO as a complete SEM solution. Although SEO is much more powerful for visitor acquisitions, PPC can provide perfect ‘live’ keyword research and click to sale statistics, which can then be used to assist your SEO campaign. With PPC initially offering quicker returns, it can be used to fund the SEO campaign until you achieve good positions. After this point you will then be in a position to either reduce your PPC spend or just stop it completely.

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