The general knowledge of Search Engine Optimisation in Africa admittedly is low at this current time but the good news is that it gets better and better every year.

In saying that some people still have a vague idea that the method involves optimizing your website too reach the top of "The Google" (that is right, The Google). Others think SEO is some form of a position in a company just under the CEO.

What people in Africa need to know about SEO or PPC or Adwords or any other form of jargon thrown their way – is that it is simply an evolution of advertising. Just now online…with a twist. I love twists!

Millions of Internet users interact with Google on a daily basis searching for information, products, services, directions, social environments and much more. This interaction with the search engine allows anyone the opportunity to be visible in a method never offered before by any other advertising mediums. Now we have the ability to advertise in a space where potential buyers are actually looking for YOU. The focus moves a little away from persuasion and more about if you are within the top 5 of Google when users are looking for their specific requirements.

If a company embarks on web marketing they open the doors to high quality traffic. Don’t get me wrong; I am not putting down traditional mediums. I am a strong believer that television, magazine and radio efforts can gain huge respect perhaps amongst the bigger spenders or investors but online can drive those end-users right to you.

If we consider human nature and the love for simplicity and ease then its no wonder why Google became such a hit in such a short amount of time. Why flip through a telephone directory for 20 minutes looking for what you want when Google can return your answer to you with directions, phone number and recommendations from your friends in less than a second.

In saying this, just getting yourself to the top of Google using search engine optimization or pay per click is not the only answer to success in the online world. It must be said that once a user clicks on a Google result it is now up to you the company to be 100% sure that your website is pleasant to look at, easy to use and easy to convert. If all these aspects have never been considered then spending money on advertising is a waste.

An experienced SEO consultant would help you work through these aspects during a campaign. Guessing is for fools, a true consultant would read the statistics generated by your website and analyse what visitors are experiencing when landing. With this data one could then restructure the online campaign and website accordingly.

The ultimate goal of SEO or PPC is too fundamentally advertise your company and increase potential business through the online market that is out there. Don’t concern yourself of what jargon it takes or positions you are ranking on etc. concern yourself with your return of investment on the advertising.

Say to yourself, how much am I spending on this online marketing campaign? And then the big one "How much am I making back?" It’s advertising! You don’t ask the company exactly how they make your TV Ad or Magazine Ad – you may approve certain sections that refer to your business but essentially what you are wanting is more potential clients banging on your door and ringing your phone off the hook.

It is true that search engine optimisation is a long-term investment. The reason that this is a fact is because all of the elements it takes from On-Page SEO to Off Page SEO takes time. There are a ton of factors that come into effect during a campaign and unfortunately you cannot do them all at once or you will just be penalised.

This is why running both pay per click and search engine optimisation campaigns are so fundamental. One needs that instantaneous support from pay per click as the Organic ranks grow. This strategy would yield a low ROI in the beginning but getting better month-by-month. This would be better than nothing at all whilst you wait for the organic to kick in.