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Site preparation ensures your site is coded correctly to be technically visible and relevant to the search engines. The optimal set of keywords must be identified for each page. These must be applied to the page’s title and META tags, part of a web page’s standard HTML coding. The page’s URL (website address) should be relevant and meaningful. All file names on the page, such as graphic images, should similarly be selected to be relevant to the page’s keywords. Frames should be eliminated as far as possible, as the search engines will only “see” the outer frame page, not all the detail within the frame. This and other detailed work ensures that all key elements on every page of the site are optimized.
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Content development ensures the site has an appropriate amount of rich text content on the primary key words. Text content is still a primary driver of ranking in the search engines, and the better the content is, the better the ranking will be. The text must simply provide good, relevant content, to engage the user. This is an ongoing process, so you will need a program in place to continually add text content to the site. This will ensure that the search engines always find new, relevant content. Using devious means such as long lists of hidden keywords at the bottom of a long page is not recommended.
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Linking strategies identify and set up as many inbound links as possible from a wide range of sites across the web, wherever your target audience may go. These links in and of themselves will help bring relevant prospects to your site. Even more importantly, Google and other engines use the number of inbound, relevant links from true third party sites as a major driver of ranking. We have found on many sites that once you have over 100 inbound links, it makes a dramatic difference in your Google ranking. Setting up links is an intensive, manual process of identifying relevant sites, making contact with them one by one to request an inbound link (or to swap links), and then technically getting the links set up correctly. Over time you will need to monitor and update these links, to keep the summary description on the linked site relevant, and to ensure you are bringing traffic to the most updated pages.
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Search engine submission and management on a wide range of search engines achieves continued improvement in your search engine rankings. To do this most effectively requires a combination of manual and automated submission. You will need to monitor the results of the submissions continually, and resubmit them on regular basis, such as monthly or quarterly. It is important to have updated content and links prior to each new resubmission, so that there is a valid reason for the resubmission from the search engine’s perspective.
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Pay-per-click (PPC)
While SEO delivers free traffic to your site once you achieve a high ranking, getting there today is typically an intensive multi-month effort. As a result, pay-per-click advertising (normally named "Sponsored Links" or something similar in the search engines) has become one of the most effective and hottest areas of online marketing. PPC is a real time auction of individual key words, where advertisers bid to pay typically 10 - 50c or more every time someone clicks on their sponsored link.
Our program covers the two leading providers, Google and Overture, who between them run the PPC programs on all they major search engines including Google, Yahoo!, MSN and AOL. The program includes setting up and managing your PPC program, continually experimenting with new key words and messages to identify the right combination that generates maximum traffic at a minimum cost per click.
Analysis and Reporting
Site analytics should be a key element of your search engine-marketing program. Inexpensive packages are available that provide massive amounts of tracking data, including primary measures of marketing effectiveness such as:
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Referring search engines and key words |
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Volume of new, returning and total site visitors |
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Most popular pages |
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Key entry and exit points |
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Movement through each stage of key site paths |
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Referring sites |
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It is important to target your campaigns and direct users to a specific page on your website rather than to the homepage. By targeting your online marketing campaign you can get the most qualified prospects to your website and generate leads. These measures should be under constant review, and the impact of every significant change on the site should be analyzed for lessons learned. Though this is detailed work, it is amazing how over a sustained period of time you will be able to make huge improvements in search engine effectiveness.
Our search engine-marketing program includes set up and continual review of your site analytics. We provide our clients a weekly report summarizing all search engine marketing activity and results.
Impact and ROI
Our search engine marketing programs have proven highly effective in creating significant value for a wide range of clients. It is almost certainly the least expensive way to generate a large number of prospects. Through search engine optimization you will be able to:
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Create instant market visibility |
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Rapidly increase web site traffic |
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Generate leads online |
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Create brand awareness with tens of thousands of prospects |
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Please take the time to tell us more about your project. * required
To receive a free estimate for your project, please provide as much of the following information as possible:
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