Search Engine Marketing traditionally encompasses two major disciplines:
- Search Engine Optimisation ('natural' or organic' listings )
These are the listings that appear as a result of Search Engine Optimisation (SEO), This process can take time, and is rarely simple, but doesn't cost you anything when a user finds you and clicks to your site. You must ensure you are ranking well within the natural search engines.
The search engine optimization (SEO) process is used to acheive sustained high visibility for a web site in the search engine result pages. The process is a combination of detailed research and analysis, getting the right content on the web site and advising on link building strategies. Essential Logic has achieved first page and prominent position rankings for our clients across Google, Yahoo, and MSN.
- Pay per Click ( sponsored links or paid listings )
This can be used in conjunction with natural SEO and can be used to raise brand awareness ,promote a specific product, service or event. With Pay Per Click (PPC) you set up an account with the search engines you want to pay to attract customers to your site, select the keywords that you want and decide how much you want to pay when a user clicks through to your site.
Pay per click can and will have a positive impact to a business website that fully understands and utilises the medium well. if properly managed, PPC can be a very effective advertising medium as by definition it attracts customers to you who have already qualified themselves by their initial search term.
Search Engine Optimisation (SEO) is the process of aiming to achieve the highest possible ranking in the 'natural' search engine listings for a range of keywords and phrases. It is far more complex than paid listings (PPC).
It is thought that Google (the world's most popular search engine) has over 200 factors that it uses to assess where a site should rank and in common with all of the other search engines will not reveal fully what these factors are. An added issue is that Google will change their algorithm several times of the year meaning that some techniques become redundant and new ones are introduced. SEO therefore becomes a constant drive to keep up with the techniques to consistently achieve high rankings.
What we do
Our approach to Search engine optimisation broadly breaks down into these key stages:
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Planning and strategy - This typically includes keyphrase research analysis and selection; auditing current search engine performance; analysing your competitors and what they're doing.
- Index inclusion - Determine which search engines to target including industry specific; incorporate sitemap protocol; avoid issues with dynamic content; domain name strategy.
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Page Optimisation - keyphrase selection per page; keyphrase density; HTML markup factors such as page code checking to ensure incorrect coding does impede search engine ranking.
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Link Building Strategy (internal and external) Links from good quality sites to yours increase your visibility in the search engines. Google realised that link popularity and link quality were a great way of determining the relevance of a page, especially once combined with the keyphrases on that page. Since all major search engines now follow this logic, proactive link-building has become a key activity for SEO.
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SEO process - The nitty gritty process on ensuring that the site meets the criteria to improve its ranking.
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Measuring Return on Investment (ROI)- The criteria with which you judge whether your investment in SEO is a success will vary. If you're an e-commerce venture it will almost certainly mean more paying customers, but it may equally be an increase in awareness of your brand or connecting visitors to information. We use web site statistic analysis and analytic tools during this process.
Essential Logic does not rely on guesswork or intuition, nor do we use unethical SEO techniques. In helping you, we combine our search engine marketing knowledge and technical experience with proven analysis methods to deliver tangible results.
What is Pay per Click / Search Marketing and why does it work?
Pay Per Click (PPC) marketing is the fastest growing advertising medium in history and is unique in the world of advertising and marketing as it is a complete "pull" advertising medium.
Most advertising relies on "push" strategies. TV, billboards, press, radio etc. all rely on pushing marketing messages to you while you are in the process of doing something else.
For example you are watching TV and during the commercial break you have a dozen companies all try to push their messages to you, although you have not expressed ANY interest!
Search marketing or Pay per Click totally reverses this and advertisers only appear to people who are looking for exactly what these advertisers offer at the EXACT time that they are looking for it.. in other words "pulling" advertisers to them. This immediately puts the advertiser at a huge advantage as they can choose when to appear and to appear ONLY to people who are interested in their products or services.
Pay Per Click Marketing represents one of the most cost effective forms of advertising available. Because you only pay for a visitor to your website who is already searching for your product or service, conversion ratios are extremely attractive.
We can help you:
- Start a paid search advertising campaign
- Lower the cost of your campaign
- Review and refine your Ads
- Get more relevant clicks on your ads
Consumers are actively looking for information about products and brands online all the time and therefore the need to appear in a prominent position within the search results has become essential.
Pay Per Click Management Services
We are focused on getting measurable results for your campaigns. To achieve these this, we provide these pay per click services:
- Keyword research to find specific phrases targeted to your business.
- Bid management to meet budget requirements and/or ad position goals.
- Assist with effective ad content, vital to generate click-throughs to your site.
- Create specific landing web pages putting the consumer directly to the relevant content.
- Campaign optimization to increase conversion rates, reduce wasted clicks, and lower the average cost per click.
- Campaign reporting to ensure your advertising goals are being met.
With search engines like market leader Google being used by consumers and businesses every day it is essential to have a professional search marketing strategy in place to ensure that your website gets seen by the correct audience.