We've seen an increase in the amount of cold call SEO specialists that promise to get you on the first page of Google. They might get you there in the short term, but this is only a quick fix. Effective SEO strategy should be a long-term game.

So, before you go and hire the SEO specialist who promised to get you on page one of Google overnight, perhaps you can look into hiring an agency who looks at the bigger picture.

To understand how to get the most out of Search Engine Optimisation (SEO), pay-per-click (PPC) and Google Adwords, you need to research and understand what your target audience is searching for and how your website is currently performing.

What you learned in the textbooks during late night study sessions at College or University is still valid. The basic principles remain the same, and they always will.

You don't need to be an SEO expert to work this out. If you're running a business that sells cars in Houston, your customers are probably searching for things like:

• 'best car dealers in Houston'
• 'places to buy cars in Houston'
• 'New car suppliers, Houston'

Begin to note down your thoughts and build a target keyword list.

Once you've done this initial research, it is a good time to look at the keywords your site is already ranking for. We recommend using the google search console to do this. With this insight you should have a better idea of how your SEO effort is currently performing by comparing your targeted keywords with the actual keywords your site is ranking for.

As an added bonus if you know someone who works in your target industry, take some time to pick their brains and identify their pain points and any industry jargon that may be useful.

With this market insight you can begin to plot out a content marketing plan and build out your content calendar. Content marketing is an art, and done well you will begin to attract more of your target audience to your site organically.

If you don't already have space on your website for a blog or news section, you need to make some room. Using the research you've already done on search terms and customer pain points, identify the topics where you can add value and begin to write content.

If you are stuck for inspiration (or time), a quick look on Reddit, LinkedIn Groups or in an online forum should help to get your creative juices flowing.

Remember your content needs to add genuine value. If your reader doesn't see the value of what they are reading, they will stop reading.

Ready to grow your audience organically? Talk to us about SEO.