Search Engine Marketing

There is a lot involved with search engine marketing. In fact, it can be a bit overwhelming. Search engine optimization aims to index and improve rankings for the web pages which are most relevant to the keywords searched for according to the algorithm of each search engine (an algorithm is basically a mathematical formula used by the search engines to determine which results to show and which order to show them in). The relevant pages are returned in search engine results pages.

It is important to remember that genuine search engine optimizers are basically marketers who keep their target market in mind as much as the search engine algorithms (a lot of which is known purely empirically). Therefore, while we call this process search engine optimization, good marketers will note that their focus is to optimize their web page for the search engine user, who is their target audience. For instance, at one time it was believed that keyword density was an important ranking factor, but today that view is not generally held among SEO professionals. Today, many SEOs recommend writing copy for visitors first, because the web site cannot achieve its marketing objectives with "unnatural" sounding text, laden with keywords.

In order to further fine tune the pages and keep them user and search engine friendly, the architecture of the website, including its internal link structure, navigation etc., are also suitably modified for human beings and search spiders to navigate through whole website pages. Search spiders then can scan all necessary data about the whole site and store it in the search engines' data base. A good navigation systems has other benefits also, such as helping to improve user experience.

Both the number of inbound links to the site as well as the 'quality' of the links heavily influence the rankings of a site in the search engine. The definition of a 'quality' link is evolving in response to people's attempt to artificially influence the search engine results by obtaining large numbers of 'irrelevant' links to their sites. Search engine algorithms are evolutionary and strive to develop every day in an attempt to provide the most relevant and useful pages to the users and strike out the websites that trick them to attain higher positions for a while.

These processes are known as Organic or Algorithmic Search Engine Optimization (SEO) of websites. Search engine optimization takes considerable time and, as such, many sites make use of Paid Inclusion and Pay-per-Click (PPC) techniques to market their website without having to wait for the results of Organic SEO. However, organic search results can get viewed and clicked on frequently, so a dual strategy of SEO and PPC can provide more exposure their either strategy alone.

Conversion

Too often, businesses fall into the trap of building beautiful Web sites and then turning on the traffic faucet of paid advertising or search results, only to have results that are disappointing. Understanding and refining how your Search Engine Marketing is productive is just as important as having a good Web presence in the first place. Your conversion rate is a measure of the number of potential customers that go on to buy. In the context of a website, it is usually the percentage of visitors that make a purchase. Many websites concentrate solely on increasing the number of visitors they have, when often they have fairly simple problems with their site that, if solved, would have a huge effect on their conversion rate and improve their site's bottom line at minimal expense. Through a combination of experience and our tools, we can assist you in achieving greater result.

For example, Our Online Sales Analysis provides you with comprehensive insights and actionable recommendations for improving the overall conversion rate of your existing site. Our Professional Conversion Analysts identify elements in your site that deter your visitors from taking the actions you've set before them. We will help you focus on removing these stumbling blocks in order to improve the usability and functionality of your site.

Paid Inclusion

If you would rather not wait for the search engines to find and index your site on their own, you can pay to be indexed faster. And while paid inclusion is search engine marketing method in itself, but also a tool of search engine optimization, since we can test out different approaches to improving ranking, and see the results often within a couple of days, instead of waiting weeks or months. We will help you determine if paid inclusion is a viable option for you.

Pay Per Click

Pay per click is an advertising technique used on websites, advertising networks, and search engines. Advertisers bid on "keywords" that they believe their target market (people they think would be interested in their offer) would type in the search bar when they are looking for their type of product or service. For example, if an advertiser sells red widgets, he/she would bid on the keyword "red widgets", hoping a user would type those words in the search bar, see their ad, click on it and buy. These ads are called "sponsored links" or "sponsored ads" and appear next to and sometimes above the natural or organic results on the page. The advertiser pays only when the user clicks on the ad.

Media Planning

Advertising still works in traditional media. Ad buys in magazines and commercials on telelvision can help drive targeted traffic to your Web Property. With our media planning services, we research top publications both online and in print, the best online or over-the-air media outlets and then recommend a media buy. We generate and track media insertion orders for you. We also warehouse advertising materials and ship as deadlines require. Additionally, we can provide all the creative services from graphic design to video editing to create the appropiate materials. Most importantly, we provide tracking service online to measure the success of your advertising campaigns. You will be able to actually determine which campaigns are successful, based upon hard metrics and not just instinct.

Promotions

Publicity, Email campaigns, Guerrilla marketing, Promotional products all still have a place in your marketing arsenal. We work with our partners to provide you comprehensive marketing services to make sure your customers find YOU when they decide to buy. And the same as our media advertising services, we provide you hard metrics on the success of our promotions. No guessing if it works. You know if it works.

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