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Search Marketing Explained ...
Search engines like Google® rank websites in response to search words and phrases typed in by your potential customers. Our registered sites are scanned by the search engines to make the best match.
The search criteria (called “algorithms”) used by search engines is changing regularly. We react by keeping up to date with these changes. Search Marketing is therefore an ongoing process, not a one off event. There are three key phases to a Search Marketing Campaign:
1. Research
2. Organic Optimisation
3. Pay per Click
In this brief document, We will dispel some of the jargon and myths, and demonstrate how an investment in “Search Marketing” can be so critical to your business.
Research
The processes involved are:
1. Extract the text from your website and test it against known popular search terms.
2. Scrutinise your competitors’ websites, especially those with high rankings.
3. Use our online tools to find the most popular key phrases used by your potential customers when searching in search engines.
Organic Optimisation (also called “SEO” or “Search Engine Optimisation”)
SEO is the science of examining a website’s content, both the background coding and each page’s visible copy, to make it most compatible with the search terms requested by someone browsing in a search engine.
The processes involved are:
1. Use our copy writing skills to create new “search engine friendly” wording.
2. Amend the site’s background coding (called “meta text”) read by search engines.
3. Check and amend the title and meta description of every page.
4. Rewrite HTML elements such as the image ALT tags and index commands.
5. Upload amended site and check search engine registrations.
6. Check rankings at least every seven days.
This is a manual and ongoing process.
An organically optimised website is a financial business asset simply because of its ranking in search engines.
Pay Per Click (also called “Adwords” or “PPC”)
PPC is also an important factor, especially in highly competitive and heavily populated markets. It involves an ongoing cost but this can budgeted at a maximum cost or it can be switched on only at specific times. PPC campaigns involve bidding for specific key words or phrases.
The processes involved are:
1. Key phrase research - Which phrases to bid on?
2. Competitor analysis – Which phrases are they bidding on and how much?
3. Structuring AdGroup design, maximum bids and locality.
4. Writing copy and running split tests.
5. Use of one-off promotions, time limits and budget limits.
6. Ongoing analysis, reviewing performance and spend.
Additional Online Marketing Strategies
Further consideration should be given to:
1. Conversion tracking.
2. Return on investment analysis.
3. Banner ads and sponsored links.
4. Inbound link tracking and reporting.
5. Email marketing.
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