SEARCH ENGINE MARKETING - What to Expect
Effective Search Engine Marketing is a team effort that continues as an ongoing process beyond simply optimizing your website. Search Engine Marketing typically includes Consultation & Analysis, On-Page Optimization (SEO), Link Building, Social Media Marketing, and sometimes a PPC (Pay-Per-Click) Campaign.
This combination produces a persuasive, sustained Internet presence for your website. Ultimately it is the process of your website easier for the search engines to rank highly and potential users to find, navigate and take desired action.
Who are your competitors?
What products/services do you make the most profit on?
Learn from your competitors – what they do well and poorly. Both help determine a marketing strategy that will separate you and generate improved results.
Every organization has products or services that are more profitable than others. Knowing which are the most profitable for you helps us target your campaign so that it will generate the greatest return (ROI).
What keywords are used when searching for and organization like yours?
Keywords or phrases are the business terms prospects type into search engines when looking for an organization such as yours. After we have identified the best ones for your business, we will work on your website so that it appears (ranks) on organic internet searches when that word or phrase is used.
Links, icons and graphics linking from respected website to yours can help search engine rankings and build user trust, which is why it’s important to evaluate potential website that may link to yours. You should include them, with hyperlinks, throughout your website.
Areas/Locations to Gain more business
Your HOME PAGE
The internet has moved from being a vehicle for national and international business to one used heavily for local information. Knowing where your potential customer/clients will come from enables us to target your campaign for maximum efficiency.
The first page or HOME page of your website is like the front end of your house or business. It is the thing noticed by the search engines, just like the front of your business. A good impression can help establish the UX (User Experience) and UI (User Interface) by leading visitors to other pages and actions that you want them to take.
Pay-Per-Click (PPC) Advertising
There are two types of sitemaps: .html and .xml. The first are typically considered for UI and UX enhancement. The second, and more important sitemap is the .xml version. It tells Google how to crawls an index each page of your site. When creating a website or adding pages, it is important that you update the .xml sitemap and submit it to Google.
Pay-Per-Click, sometimes referred to as PPC, is a very effective online marketing channel. As the name implies, you place a listing (ad) on a search engine and then pay a fee anytime someone clicks on the ad. The amount you are willing to pay for the click, determines how high on a page your ad appears.
Social Media Marketing
Twitter, Facebook, Google+, LinkedIn & Instagram
Blogs are an optimal way to build site content, increase visibility online; build prospective customers; and create valuable back links to your website. Blogging programs are developed to streamline content for Google, and with a little SEO tweaking your blog entries will index in the best way for our business to rise in Google rankings. We can even design or redesign your blog to match your website.
Twitter, Facebook, Google+, LinkedIn & Instagram are taken into account in search engine algorithms. LinkedIn connects your company to business partners, other companies and affiliates. It allows you to set-up groups, events and connections. Each platform is loaded with active users and also offers an opportunity for highly targeted online advertising campaigns. If you don’t have active social media accounts, you’re missing leads.
Analyzing & Tracking Your Results
Analyzing and monitoring the performance of your website is critical to successfully managing it and ensuring it produces quality leads, traffic, prospects or sales. By regularly monitoring and evaluating your website performance you’ll determine what works well and what is an opportunity for performance improvement.
The best source of analytical data comes from Google Analytics, and while you could spend countless hours analyzing your website, the key things you want to regularly monitor are:
- How many visitors have you had on your site?
- Are your website visitors new or returning?
- Demographic Data such as their location (city, state, country)
- What browser they are using, such as Internet Explorer or Firefox
- Where visitors landed on your website and where they exited (homepage, etc.)
- Which pages are the most popular (Page views)
- How long visitors spent on your site (Time on site)
- What campaigns drove visitors to your website
- The domains that referred your site’s traffic
- The keywords people used to find your site
Google Search Console
Among other things the Google Search Console allows you to:
- Verify that Google can access your website content
- Submit new content for crawling or remove content you don’t want in search results
- Maintain your site with minimal disruption to search performance
- Create, submit and update your XML Sitemap
- Monitor and resolve malware or spam issues
- Identify which keywords/phrases caused your site to appear in search results
- Determine which keywords produced more qualified traffic to your site
- Identify if product prices, company contact info, or events are appearing in search results
- Determine which sites are linking to your website (inbound or back-links)
- Evaluate your mobile site performance