Online Marketing
Maximising the opportunity presented by the search engines is key to the success of any web site.
You can have the best looking site out there but if nobody ever visits it then your investment is a wasted one.
This area of our business can be broken down into several areas; we have tried to structure this in a logical way to ensure you can understand what can be achieved through investment in this area.
- Search Engine Optimisation (SEO)
- Keyword and Search Phrase Research
- Copy Writing
- Advanced Search Engine Engineering / Content Creation
- Submission
- Reporting
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Paid Submission and Inclusion
- Pay-Per-Click / Paid Placement Advertising
- Link / Partnership Building
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Search Engine Optimisation
In our opinion the most important of our search engine marketing services. Success in this area will enable you to achieve real results from your web site.
Essentially search engine optimisation is the use of carefully researched keywords and phrases throughout your site to ensure you rank highly in search engine results when potential visitors to your site are searching for sites, products and services relevant to your industry.
Today's search engines use complex rules to assess the relevance of web pages. Also, competition is fierce for those all-important top-ranking positions. We utilise our expertise and experience in this area to achieve good ranking levels for your site. Search engine rules change and other sites enter the equation; therefore the best results are attained through ongoing monitoring and adjustment.
We can also help you to create copy and content for your site to enable you to achieve the results you seek. Text content is of paramount importance to search engines and this is what must be examined and optimised to achieve success in this area.
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| Keyword and Search Phrase Research
Which search words and strings will bring you the site traffic you need to make your site a success? The answers will only be provided by careful research and analysis into search engine data relevant to your particular business or industry. By working through this important process we can identify the key pieces of text content that should be included in the search engine optimisation process. Good use of the results of this research will maximise your chances of healthy levels of search engine traffic for your site.
Good keyword research and efficient implementation of the research via use of site optimisation will result in quality traffic and customers for your site. |
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| Copy Writing
The typical visitor to today's web sites is used to browsing quality web sites and consequently can have a short attention span for sites that do not reach their expectation levels.
Use of images/design is important here but good copy is also vital. If the copy can work to rank you highly in the search engines AND work to convert visitors into sales, leads and business once they have clicked through to your site then it is invaluable.
We can work with you to create powerful, effective and search engine optimised copy to help you maximise the potential of your web site. |
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| Advanced Search Engine Engineering / Content Creation
It may be the case that a site's content is not enough to achieve good search engine rankings naturally.
In such cases on-topic, keyword focused pages must be created.
These pages would be constructed in line with the site design but optimised for specific keywords and related phrases. They would be individually designed and written, then linked from site map and other key site pages. |
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| Submission
Once optimisation is complete then we need to ensure that these pages (web addresses/URLs) are included in the relevant search engines and directories. Submission, in essence, is the process of notifying search engines of web sites/pages for inclusion in their indexes.
Sites may be picked up via links from other sites, however submission is advisable. This is a manual process (automatic submission software is available but this is a risky strategy - it will not work on all relevant sites and there may be spamming penalties/disqualification as search engines become wise to tactics such as these).
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There are two main types of search engine:
- Crawler-Based Search Engines
For example Google: create their listings automatically. They "crawl" or "spider" web sites and rank them based on their own criteria. If web pages are changed, crawler-based search engines will eventually find these changes (submission will speed up this process). Page titles and body text plus other elements all play a role in determining where a site is ranked. Listings/rankings are always changing due to site content changes, changes in rival sites etc.
- Human-Powered Directories
For example The Open Directory: compiled by humans. A site can be submitted for review but listing is subject to the decision of the category or site editor. Sites usually listed with short description/summary.
Both are important and manual submission is preferable.
It may take several weeks or even months to become listed in search engines, purely because of the volume of pages now available on the internet.
Submission will vary from project to project as industry-specific web sites, directories and portals may need to be considered. |
Reporting
Monitoring of web site rankings is key to the optimisation process. Statistics can be made available, examining positioning and trends:
- Site rankings for agreed keywords/phrases across the different search engines
- Trend reporting (fluctuations are inevitable due to many factors - search engine rule changes, server down time, re-indexing etc. etc.
We can review this information together and decide on any necessary action steps. |
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Paid Submission and Inclusion
There are a number of sites that charge a fee for inclusion.
Many will not warrant the entry costs however several will undoubtedly provide a return for your investment.
Which sites are relevant? This is dependent on your particular industry and the nature of your site/business. Following discussions and examination of the relevant factors we will make paid site submission recommendations. |
Pay-Per-Click / Paid Placement Advertising
There are a myriad of possibilities in this area. Many sites offer banner and pay-per-click advertising options.
For many sites this would not be an appropriate method of marketing - for some it would be unnecessary due to the healthy levels of traffic garnered through natural search engine listing, for others site conversion levels would not warrant the substantial investment necessary.
For some sites and businesses however pay-per-click advertising can work. Careful research is required into relevant keywords/phrases and their costs and it is advisable to have web analytics in place to measure performance.
If this marketing method is viable for you, we can manage your web site pay-per-click advertising campaigns. |
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Link / Partnership Building
This is another key area within search engine marketing. One of the factors that search engines such as Google use to measure the relevance of a site when returning search results is the number and quality of incoming links to each site (a "quality" link would, for example, be one for a site relevant to your particular industry with a high Google PageRank). Again this is quite technical area but in simple terms, it is extremely beneficial to put at least some effort into contacting quality sites within your industry (plus other business or general directories) and creating incoming links to your site.
This would undoubtedly improve your chances of healthy levels of search engine traffic in the future.
No Spamming
We do not use search engine spamming techniques as part of our online marketing strategy. |
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