Fixed Fee optimisation and Google Key word optimization?

Basically its the same thing. You optimise your website with keywords, then when that's done, you build links using those keywords, to link from other relevant websites back to your website.

They may charge a fixed fee and/or an ongoing fee, depends how they charge and what they are providing you. It's basically called SEO.

This is not to be confused with Google Adwords, sometimes referred to as paid links, and so causes confusion.

For example we charge a one off fee to optimise the site if it needs it, and an ongoing fee for link building, for as long or as little as customer wants. Some companies may charge an all-in fee and have minimum contracts. They vary. Sometimes we just do the onsite optimisation and the customer cant afford link building so they do their own.