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A holistic approach means taking something as being more than just the sum of its parts. Often used in terms of medicine, now the word has crept into everyday use, including the world of web search results.

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Nowhere is the term more relevant than in the complex area of SEO. The rules that govern the way search engines operate are changing all the time. In fact, according to the Search Engine Journal website, somewhere in the not-so-distant future, search engines will stop using organic search altogether. Until that happens, however, it pays to make use of every avenue in order to achieve a successful SEO campaign.

What is organic search?

It sounds like something wholesome, but organic search is the name given to the process of using good SEO techniques to promote a website rather than paying for a site to rank at the top of the results listings. To achieve good organic search results, it’s necessary to undertake an in-depth analysis of the market. By identifying the best keywords – that is, the keywords that a prospective customer is most likely to type into his or her search engine query box – search engines rank websites accordingly.

Search engines also expect to come across a thriving, constantly updated website that is packed with original content, with a good selection of active links to and from other genuine and relevant sites. These are niche skills, so unless you have a lot of spare time on your hands to learn about how search engines work, it’s worth calling in the professionals. It doesn’t have to cost a fortune; you can source excellent web design in Belfast, Bradford or Barking thanks to companies such as  http://www.rycomarketing.co.uk/web-design-belfast-northern-ireland.html.

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What about PPC?

Pay-per-click (PPC) advertising seems to be coming out on top as search engines display sites higher up on the page when they have paid the highest bid for their keywords to feature. In fact, the best SEO techniques involve a careful blend of both aspects of SEO.

With excellent organic SEO in place that is complemented and enhanced by a robust and relevant PPC campaign, your business can reap double the rewards. This should be the focus of all good SEO in order to maximise the opportunities for increasing profits.