Web Marketing Web Marketing Strategies What is SEO What is SEO?
Search Engine Optimisation (SEO) is the process of making your website as visible as possible to your target audience. To be effective this requires a good understanding of the searching habits of potential customers and the ability to make the site as search engine friendly as possible. Our optimisation programme includes the following:
Keyword Analysis
This is the accurate identification of the search terms and phrases actually being used to find information on the products & services that your company offers.
Following initial discussions with you about your business we research appropriate keywords and phrases to generate a list of potential search words and phrases. This list is then compared with a database of actual searches carried out on the major search engines to identify the relative popularity of each term and also the level of competition from other websites. This process also generates alternative popular words and phrases. By comparing keyword popularity with the levels of competition and also by assessing the relevance of the keywords to your products & services, a list of the most effective keywords and phrases is generated.
Technical Optimisation
Search engines gather information by sending virtual users, known as spiders, to your website to assess its content. This content is processed by the search engines using complex and frequently changing algorithms (A set of rules that a search engine uses to rank the listings contained within its index, in response to a particular search). They assess your site’s relevance and positioning according to its content. To maximise positioning we need to make sure that the spiders can easily navigate your site. Furthermore, the meta-content (not visible to the site user - page titles, keywords, descriptions etc in the coding) is optimised for the major search engine algorithms. To achieve this we work through a process of technical optimisation based on our knowledge of good site design, coding and meta-content description.
Content Optimisation
Search engines are increasingly relying on actual page content (i.e. content visible to the site user) to index web pages. It is therefore very important to ensure that the text content on the site is optimised for search engine visibility. We will review all of your content to make sure this has good search engine appeal without losing its impact or meaning for the site user.
Submission to the Search Engines.
We manually submit to the top search engines in a manner that ensures compliance with the unique rules and stipulations of each search engine.
We manually submit to the top search engines in a manner that ensures compliance with the unique rules and stipulations of each search engine.
Performance Management
Search Engine Optimisation (SEO) is not a static process. Search engine rankings fluctuate constantly. Millions of additional websites are added to the Internet across all industries and markets every year, constantly increasing the level of competition. SEO is recognised as one of the top performing Internet marketing strategies, but it is not always realistic to perform a one time optimisation and obtain the results that you desire over a long period of time. You must have ongoing performance management to understand your progress and improve your results over time. To ensure maximum impact from your marketing strategy we will carry out careful analysis and monthly review of your site’s performance. Our Management and
Reporting programme consists of the following elements:
- We generate a monthly report tracking your page rank in the top 3 pages for each key phrase optimised for each major search engine. It will also show the number of position increases or decreases as compared to the previous month’s report.
- We analyse the monthly report and write summary comments based upon our analysis.
- We will analyse the website performance reports to determine the traffic results from search engines and directories.
- We will analyse any changes in the search engine algorithms (rules) and determine the impact on your Search Engine Optimisation (SEO) strategy.
- As a result of our analysis, we will determine if any changes need to be made to the SEO strategy. If we determine that changes are needed, we will make those changes in order to improve or retain your rankings in the search engines. At times we may make recommendations to the client to expand their efforts in content, coding and link building that may be beyond the implemented programme. We will not implement any of these types of recommendations without the client’s approval.
- We will monitor any changes implemented to improve performance to determine if the desired results are achieved.
- We will arrange a meeting at your premises every 3-6 months to review performance & further optimise the programme.
- We place 1 press release or article provided by the client on an appropriate news or industry site on the internet
