Search Engine Optimisation
Overview
Owning a web site that potential visitors or customers cannot find is pointless. We can optimise your web site to rank effectively on search engines. This is an integral part of our global approach to building and marketing effective web sites on search engines and online directories.
What is Search Engine Optimisation (SEO) ?
SEO is simply the process of increasing visitors to your website from search engines. The higher your website is listed on a search engines ranking then the higher the amount of visitors you should expect to receive from them.
There are two types of advertising on a search engines. Free Listings & Paid Listings.
1) Free listings
Make up the main content of the search engines page. Your position is determined by how relevant the Search Engine determines your website is to what a user is searching for. There is no charge from the search engine but ranking well requires time and expertise to customise and refine the content on your site accordingly.
2) Paid listings
Are commonly referred to as, 'Sponsored links' or 'Google Adwords'. These listings generally appear off to the sides of the search engine pages and also on the pages of affiliated websites. Your position is determined by how much you are willing to pay if someone clicks your ad for a particular keyword searched (much like an auction).
What's the process?
Step 1.
We define;
- your websites goals and keywords
- the priority of your content and / or pages
- which websites are your key competitors for comparrison
- your monthly budget
Step 2.
a) For Free listings;
- alter the content of your website to suit your goals
- check the site is listed on relivant search engines, portals & directories
- generate sitemap code to help list your website with search engines more effectivly
- assess the effectiveness of previous changes once the search engines have updated
- refine the content and reassess on an ongoing basis
b) For Paid listings;
- setup up the system
- write your adverts
- build your keyword list for each advert
- build a negative keyword list to reduce incorrect listings
How can you tell it's working?
1) You will receive a monthly report of work undertaken and any important factors that we have noted.
2) Results can be assessed at any time by Web Server Statistics and/or the Google Adwords control panel.
3) Google provides an optional tool called 'Conversion Tracking' which shows how many orders / inquiries are converted form a particular paid listing (A one-off fee is required to setup this tool).
4) Google also provides advances statistics about the nature of your site called Google Statistics (A one-off fee is required to setup this tool).
Pricing
The price is determined by how much effort / importance you wish to place on increasing inquiries through search engine optimisation.
This can be a one off fee to improve your website for the short term or a monthly budgeted figure to maintain and refine your rankings on an on-going basis.
Detailed Information & FAQ's
FREE LISTINGS
Free Search Engine Listings
Text adverts with links appear on search engines depending upon how relevant the content of your website is to the search request.
- You are not charged at all by the search engine.
- Customising, analysing then refining the code and text content on your website is the only way to increase rankings.
- There are many variables and techniques involved for the best possible results.
- There is no way to gaurantee a top / high listing as the more websites there are competing for the same keywords, then the harder it is to reach a highly ranked position.
- Requires ongoing evaluation
- Results can be gauged in detail from month to month by your Web Server Statistics (See Statistics & Tracking Aids) and by physically evaluating your listings position.
Portals, Directories & Reciprocal Links
Increasing the amount of ways to find your website increases;
- search engine effectivness & relevancy
- rankings
- potential traffic
Google Sitemaps
- Advises Google directly of your sites entire content and helps it to index faster and more effectivly.
- Requires ongoing updating as the websites content changes
PAID LISTINGS
Google Adwords
Text adverts with links to your website appear on search engines and associated websites depending upon the relevancy of your chosen keywords and the amount you are willing to pay should the person click the link.
- You are only charged if the viewer clicks the link.
- Weekly budgets can be set so that once it runs out the ads stop appearing
- Detailed reporting is provided with the system
- Requires ongoing evaluation
Google Adwords Conversion Tracking
- Gives click through results showing the conversion rate from individual paid adverts
- Free to use but code must be installed into website
STATISTICS & TRACKING AIDS
Tracking aids are used to help evaluate any efforts made in search engine optimisation.
Web Server Statistics
- Statistics reports generated from the web servers logs.
Customised Web Server Statistics
- Particular statistics generated directly from the server logs.
- Generates accurate statistics about the vistitors to your site from the server logs.
- Can be presented in numerical or pie / bar graph formats.
Google Statistics
- Interacts with Google Adwords and regular traffic to provide in depth website statistics.