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Frequently Asked Questions

Below are a range of accounting and general business queries that are regularly asked of us.

In what circumstances should I consider appointing a Virtual CFO?

Where a full time Chief Financial Officer is not a viable solution for your business, either because of the cost involved, or because you haven’t developed enough critical mass yet in your operations to justify a full-time CFO position.

A Virtual CFO (VCFO) will work with your organisation on a part-time basis so that you can still benefit from their financial expertise, training and experience. They give you valuable advice and an impartial sounding board to help execute your financial strategy at a substantial discount to employing a CFO directly.  That can be a big commitment in evolving the growth trajectory you envisage for your business toward a larger future incarnation that your vision might envisage.


What is a search engine?

A web search engine is a software system designed to search for information on the web. Search results are generally presented in a vertical column and the information may be a mix of web pages, images, and other types of files.

Some search engines also mine data available in databases or open directories contained within websites themselves. Unlike web directories, which are maintained only by human editors, search engines also maintain real-time information by running an algorithm on a web crawler – sometimes referred to as a search spider.


What is SEO?

Search engine optimisation (SEO) is the process of affecting the visibility of a web site or page in a search engines “natural” or “organic” (un-paid) search results. Generally speaking however, it is taken more broadly to also include paid search techniques – such as purchasing keywords, terms, or phrases – which also help to drive user traffic to a website. But strictly speaking, this additional paid activity extends SEO into the wider activity of SEM (see below). For some great guidance and helpful insight into SEO, see “100 SEO Tips For Small Businesses


What is SEM?

Search engine marketing (SEM) is a form of Internet marketing that involves promotion of a web site by increasing its visibility in search engine results pages (SERPs). It covers the spectrum of activities involved in performing SEO, as well as paid elements of this exercise.

This is achieved via a combination of 2 factors: optimisation and advertising. SEM may use either SEO, which adjusts or rewrites website content to achieve a higher ranking in SERPs, or use pay per click PPC listings (see below). Major PPC campaigns in Australia include Google AdWords and Bing Ads.


Why is SEO & SEM so important?

In general, the earlier or higher is your ranking on the search results page, and the more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO can also target different kinds of search, including images, local search, video search, academic search, news search, industry-specific vertical search engines and so forth.


How does SEO work in practice?

SEO is an internet marketing strategy. It looks at how search engines work, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by your target audience.

Optimizing a website may involve editing its content, HTML code or associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of inbound links, or backlinks, is another SEO strategy.


What is CPC, CPI & PPC?

Let’s breakdown the other most common acronyms that make up the online industry jargon.

Cost-per-click (CPC) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.”

A variation on this is pay-per-click (PPC) which is a pay-for-performance affiliate model, along with cost per impression (CPI), and are used to assess the cost effectiveness and profitability of internet marketing. With search engines, website owners typically bid on keyword phrases relevant to their target market and pay for this service in an attempt to improve their ranking, and vis-à-vis visibility in search results to generate site visits by users.

PPC has an advantage over cost per impression in that it tells us something about how effective the advertising was. Clicks are a way to measure attention and interest. Google is the primary provider globally of PPC campaigns to improve SEO.

PPC “display ads”, also known as “banner ads”, are shown on web sites or search engine results with related content that have agreed to show ads. Web site owners often pay a fixed fee to prominently display their website in SERMs and this paid inclusion is often referred to also as a sponsored link and may even be clearly shown separately or more distinctively as an advertisement, sometimes at the top of the search results or to the right hand side of the page.


Haven’t found the query and answer you’re looking for? Reach out directly through our Contact Us page.