SEO is a waste of money

If you’re just tracking rankings and not improving what’s on your website...

For most websites organic search can be a significant source of visitors. And so if you ignore SEO, you do so at your peril.

If you’ve ever doubted the power of Google, consider this — Google processes 40,000 search queries every second. That’s about 3.5 billion searches a day…and around 1.2 trillion searches each year.

The significant majority (around 70%) of clicks delivered to websites by Google still come from organic search results, rather than paid search ads (AdWords).

And on average the top three organic results collectively get around 50% of all clicks. So, it’s essential for your website to be at the top of relevant Google search results, rather than somewhere in the middle of the pack…or worse.

That’s where SEO comes into play.

If SEO really isn’t your bag, then you need to entrust it to someone else.

And not just anyone.

Tons of people profess to be SEO ‘experts’, but only a few of them will get you results that make a tangible difference to your business.

For that you need people with extensive SEO experience and skills. Real experts who know what works - and just as importantly - what doesn't. 

SEO Auckland specialists

SureFire specialises in SEO. Auckland based, we work for clients both in New Zealand and overseas. We've been doing SEO since 2002 and have built a reputation for delivering results you’d be happy to hang your hat on.

So, if you’re looking for a trusted partner to deliver real SEO results then we should talk.

And if we don’t think we can make a difference or SEO shouldn’t be your most pressing priority, we’ll tell you.

Call now to see if there’s a fit.


These days pretty well anyone with a commercial website is aware that SEO is "something" they need to do for their website to be successful. That said, many marketers don't really have an in-depth understanding of SEO compared to its more glamorous sibling, paid search advertising (Google AdWords).

While SEO is not rocket science, some aspects can be pretty complex and technical in nature. Furthermore, SEO is continually evolving to keep pace with the relentless rate of change by Google and other search engines.

As a result, SEO is a bit of a mystery for most people and prompts lots of questions. Here are some of the common ones we get:


Why do we need SEO?

OK - this may seem pretty obvious, but it's still a question we hear.

SEO is all about maximising the visibility of your website in the 'organic' search results shown by Google and other search engines. Organic results are the unpaid listings, as opposed to paid listings like AdWords. For most websites, organic search is their biggest channel, delivering over 50% of all site visitors.

If your site isn’t on the first page of results for a search then you’re essentially invisible to prospective customers.


How long before we'll see results from SEO?

The standard answer to this question is that SEO is a marathon and not a sprint. In other words, it takes time and results are not instantaneous.

If you need results yesterday, then SEO is not the answer.

Instead, you should be using PPC advertising like Google AdWords which can start delivering traffic to your website within a matter of hours. The drawback is that you have to pay for this traffic (Pay per Click) and when you stop putting coins in the jukebox the music (traffic) stops.

SEO, on the other hand, is a long term play which, if done properly, keeps delivering long after the initial investment.


Exactly what will you be doing?

A fair question! Many of our clients are gun shy, having been burnt in the past by the practices of previous SEO firms they've used.

In the SEO world, there are generally two types of practitioners. Those who play by the rules Google sets and those who abuse the rules. The former are often referred to as "White Hat" SEOs and the latter as "Black Hat" SEOs.

Engaging in Black Hat SEO practices which break Google's rules can deliver big results but is risky. If you get caught by Google then your site may be penalised or even excluded from Google's index. When this happens, visitor numbers to a website can dry up overnight and may even lead to the business failing.

There are plenty of well-documented examples of businesses' whose websites have been penalised by Google because either they or their SEO firm was caught indulging in black hat SEO practices, among them Interflora, BMW, Washington Post, and JC Penney...

At SureFire we don't do black hat SEO and never will. We play by Google's rules and are more than happy to discuss with our clients the actions we're taking to legitimately boost their organic traffic.


Do you guarantee getting us top rankings?

We wish we could, but the truth is that no SEO firm can guarantee their clients top rankings. The reason being that there are just too many variables they can't control.

Google acknowledges this and makes a point of warning people away from SEO firms who give such guarantees.

While we won't make worthless guarantees about top rankings, our goal is to have long term engagements with our clients. And that only happens if we deliver ongoing value. Before any engagement, we take a long hard look and if we don't believe we can make a difference to a client then we won't take on the work.

This Is The Approach We Take With SEO


analysis & discovery

We’ll start by further developing our understanding of your market and competitive landscape, identifying relevant search terms and pinpointing any SEO issues with your existing site. More specifically, analysis involves:

Consultation with the aim of understanding your target audience and broader marketing objectives, enabling us to set measurable and actionable KPIs.

Website SEO Audit
One SEO agency’s audit is not the same as another’s, and ours is not just a technical audit. It does, however, include detailed review of an extensive range of on- and off-page SEO items. Any issues will be prioritised according to severity and impact. 

Keyword Research
Using multiple data sources, identification of appropriate keyword search phrases (based on relevancy, popularity and competition) that will generate targeted traffic to your website.



Now it’s time to start making the fixes that were identified in our SEO compatibility audit. We’ll also make the content edits necessary to improve your site’s relevancy to the target keywords, and ensure tracking is in place to measure project success.

Technical Fixes

Enhancing the search engine “friendliness” of your site’s structure and technical architecture.

On-Page SEO
Hand-edits of code and content for primary web pages, with development of automated rules for optimisation of the remaining pages.

Analytics Set Up

To measure SEO campaign performance it’s important that Google Analytics is configured appropriately to report on defined KPIs. We undertake an audit to identify any data issues impacting reporting accuracy for the agreed KPIs.


building authority

You’ve invested in designing and building your website, and added the content you know people are looking for. Now it’s time to make sure that other websites know about your site. When a site the search engines already know and trust links to your site, it’s likely to improve your site’s rankings.

Link Building
There are many good ways to gain links, but what works for one site, won’t necessarily for another. We’ll provide a strategy to fit your website and budget and, with your agreement, execute the plan.

Content Marketing
You don’t always get links without giving something in return. When producing content for other websites will be effective in getting links to your site, we can help from production through to publication.

Need help creating new content for link-building purposes? Whatever your need, we can assist.

Link Clean Up

If your site drops in search results and traffic plummets, it may be due to link-building gone wrong. If you’re managing your SEO in-house or using someone else and think that poor quality links may be damaging your website’s credibility, we will assist in getting them removed and restoring your site’s trust and authority.


reporting & review


How do you know that your SEO is working? We report on performance to your KPIs, comparing search with other online traffic and present performance with past.

We’ll look at your progress against competitor websites, providing insights and recommendations that can help further and sustain organic search success.

But even the most informative report in the world isn’t worth producing if it’s never read – ours are presented in an easy to read and understand format, clearly highlighting next steps and responsibilities.

Quarterly Reviews
Your business can change and develop. Your website may warrant redevelopment. New competitors can emerge. And new developments in Search can mean new opportunities. All are reason to assess in more detail the SEO campaign and strategy, as well as any changes that might further improve results