Get your website optimised

I keep telling my friend to hire a search engine marketing company to optimise his website. Whoever searches for his company is sure to end up at my site. I wrote a post regarding his company before some time back. I think i've told him this many months ago but i dont know why he wouldnt listen. I dont mind getting organic traffic from search engines. If they cant find what they want at my site, they might click on my adsense to go elsewhere. And those clicks give me revenue. But the thing is those ads may not be my friend's site. And he's at the losing end. When will he ever listen to me.