Optimization and Internet Marketing

No business can afford to wait for the world to beat a path to its door

This is as true on the web as on the high street. It's vital to ensure that your advertising gets seen by the right people and that they can then easily find your business online.

Pay Per Click Advertising (PPC) and Search Engine Optimisation (SEO) are two marketing tools designed to bring visitors to your website whenever they're looking for the products and services you offer. One is paid for while the other is more organic but they complement each other quite so it is important to consider them together.

If in the real world you have a physical shop, you need to ensure that people know about you and can easily find you.  Similarly you want to be able to communicate your businesses message, you will want to be sure that it gets to the right people.

Search Engine Optimisation and Pay Per Click Advertising are two marketing tools to help visitors find your website when they search for products and services you offer.  SEO or SEM (Search Engine Marketing) describe ways in which you can get your site to appear more prominently in the organic search engine listings. 

Often it makes sense to look at organic and paid search together as the two can both complement each other, while also having some requirements which may be contradictory.

Pay Per Click

Sometimes known as paid search, PPC places your advert in a sponsored link along the top right hand side of every search on Google (or other search engines) for your chosen keyword. Interested prospects can then click directly through to your website. PPC drives traffic to your website fast and can be highly cost effective if properly managed.

However, it's no good spending money on directing traffic to your site if it's the wrong sort of traffic (i.e. they were looking for something else) or if the page on which they land fails to grab their attention. 

To assess the effectiveness of your PPC campaigns you must carefully analyse which keywords and ads are most successful at drawing in potential customers, and what percentage of these converted into sales or other predefined success criteria.

Unlike many agencies we charge a fixed monthly fee for this service rather than a percentage of click fees.  Many agencies increase your sales by increasing your expenditure on media investment, but such campaigns often suffer from diminishing returns. We offer fair and transparent terms and will never encourage you to overspend on PPC unless it can yield a greater return on investment.  

Search Engine Optimisation  

SEO is a series of techniques that can make your business feature more prominently in the organic search engine listings. Generally this means having something that's of interest to people and secondly making it easy for them to find it online. 

Having something of interest depends on what people are looking for. In web terms this means understanding the keywords they use in their searches. And since these searches involve computers, certain rules must be followed so that the machines know what to search for.   /span>

WWhen building your website we ensure it is fully optimised for all search engines. This involves elements such as keyword density, correct page titles and other content elements.

However, it's not all about content. Building links to other sites is crucial for any successful SEO campaign. Without them no-one will ever find your site and the search engines will be unable to work out how popular you are. So that's something we'll work with you on too.

We'll also provide a content management system that enables you to easily create interesting web pages. So once your website is fully optimised for search engines you'll get more visitors and they'll be more likely to buy once they get there.

If you already have a website then some work may be required upfront to get your website and keywords ready. However, SEO is not really possible with an HTML site since there's a need to regularly change and add content, which isn't practical without an effective content manager. We usually offer SEO through our own content manager, but we can also help where there's an existing content manager. 

We believe in being straightforward about what we do and how we price it. SEO can be a very effective marketing tool but there's no magic bullet. These things take time and it could be 6 or 8 months before the search engines register any changes and give you the desired listing improvements and increased and visitor numbers. 

SEO is a continuous process which must be under taken in a controlled fashion, with the changes documented and the effects monitored and measured using the analytical tools available. For faster results you should consider using Pay Per Click or Social Media optimization