As a company looking for hits on your website there are various angles you have to cover:
1. Make sure your website is search engine friendly to help ensure your site is included in natural listings. In order for this to happen the metatags on your site must accurately represent the content of your site. It’s no good having excellent keywords in your metatags if the relevance of them is not true to the offering in your site.
2. What boosts these natural listings is the freshness of your site content and the continual growth of visitors to your site from a variety of sources.
3. This is where adwords come in. In order to get eyeballs on your website, make use of all possible links to your site, and simultaneously build an effective keyword campaign to ensure that new visitors are continually driven towards your offering. The keyword campaign should be managed for you by a trusted media partner that will be able to optimise the campaign daily, and monitor your results.