Search Engine Optimisation is a very important part of your website marketing strategy. As the cost of pay-per-click (online advertising) keeps increasing for each keyword or phrase, the need to get higher in the natural listings is vital. Often people see the sponsored links as areas manipulated by a company's budget, and less by the relevance of the search. As search engines try to emulate real people, so you need to be sure your website is attractive to real people. This will go a long way to improve your Search Engine Ranking too. Not only will a well optimised website save you money on advertising and marketing, it will, more importantly, enable potential new customers to find you.