Search Optimisation Ltd provides
professional website promotion services designed to improve the
performance of your web site in the search engines, driving targeted
traffic to your site and improving your return on investment (ROI).
As SEO is not an overnight process we work primarily on an ongoing
monthly basis, although we can offer one-off SEO consultancy if
required.
It's vital to
optimise your site for the right keywords and phrases. That means
the terms your potential customers are actually looking for - which
isn't always the terms you expect. Our
keyword
research and analysis service identifies the best terms to optimise
for, meaning your site is targeted to produce the best ROI.
On the web you're never operating in a vacuum. Your site is competing
for the attention of customers with businesses from all over the
world, all fighting to be top of the search engine heap. We study
what your competitors are doing in order to out-perform them and
implement
the best optimisation
strategies
for
your niche or
sector, since every business is different.
Website Optimisation
Not all websites are created equal in the eyes of the search engines.
Some web site technologies can present unique indexing challenges,
and others can make it difficult for search engine 'spiders' or
robots to crawl them to find content. The first stage of web site
optimisation is to ensure that the site is search engine friendly
- making it as easy as possible for the engines to crawl, index
and categorise. Search engines are only interested in text and
links, and so sites which rely heavily on images or Flash may present
particular problems, while dynamic database driven sites can cause
issues of their own. This may involve modifying the site structure
or navigation, or
making
use
of tools
such as
site
maps.
The next
issue to address
is to make sure the site adequately reflects the keywords and phrases
identified in the keyword analysis phase. This might include ensuring
that the most important phrases occur prominently in page titles,
navigation links, file and folder names, image 'alt' text, headings
and meta-data.
Site Content & Copy Writing
There is a maxim in SEO: Content is King! Search engines like
to find lots of good quality, unique content on your website. From
an SEO point of view, this means plenty of text - search engines
are essentially text retrieval systems, so if you don't give them
a lot of text to work with its difficult for them to determine
the relevance of your site to a particular query, making it that
much harder to rank. The benefits of good on-page content extend
beyond this however - great copy can improve the chances of converting
a visitor into a customer, and if your site is useful and interesting,
it is far more likely to attract natural inbound links from relevant
sites. We work with your site content to ensure it is relevant
to your most important search terms, and can write fresh, compelling
copy where necessary. One type of content creation which is becoming
increasingly important for SEO is blogging, since it makes it easy
to regularly add fresh content to a site, and many blog platforms
include tools for syndicating their content and automatically alerting
search engines etc.
Link Development
What happens on your site is only half the story with SEO. Since
Google appeared in the late 1990s search engines have paid just
as much attention (if not more) to what other sites say about your
site, as what you say about yourself. They use link analysis to
determine the apparent 'authority' of your site within a particular
topic area. Links are treated as 'votes' for your site. The more
quality, relevant links you have pointing to your site, the better
your rankings will be for your relevant search terms. However,
it's not as simple as that - quality trumps quantity in the linking
game. Links from sites which are themselves considered authoritative
grant more benefit or 'link juice' than links from pages with little
or no authority of their own. We use a variety of strategies to
attract inbound links to your site including directory submissions,
link exchanges, articles and PR, social bookmarking and more.
Article Marketing
Articles and press releases are a great way to add fresh content
to a site, and also to attract inbound links from other relevant
web sites. We write articles and press releases for clients which
can then be submitted to article sites, press release syndication
and newswire services, industry newsletters and other resources.
We use social publishing sites such as Squidoo to create relevant
articles about topics related to your products or services which
can then link back to your site. Newsworthy events such as product
launches, special offers or even just commentary on market changes
can be turned into press releases which can be syndicated and may
well be picked up by journalists in your industry sector.
Social Media
The latest revolution in web usage and technology is the growth
of social media, sometimes known as 'Web 2.0'. This refers to
a range of different types of service, almost all of which revolve
around the principle of people sharing information and resources
over the web. Social networking sites such as FaceBook, MySpace
and LinkedIn allow users to communicate with each other and share
ideas, information and resources. Social bookmarking sites allow
people to share links to web sites they find interesting or useful,
while content publishing platforms such as Youtube, Flickr and
Squidoo allow users to share their creations such as articles,
videos, pictures and so on. All of these resources have one thing
in common - they are powered by 'user generated content' (UGC).
Blogs, discussion forums and social network sites are frequently
used to enable
two-way
communication
between businesses and their customers, and if used correctly
can have excellent customer service and PR benefits in addition
to their SEO considerations.
Tracking & Reporting
As with any marketing initiative, its important to be able to
measure your SEO campaign's return on investment (ROI). Fortunately
one big advantage of the web is that almost everything is measurable.
Search engine rankings can be monitored with automated software
tools, while website visitor numbers and behaviour can be measured
and analysed using site statistics, log file analysis and analytics
software. We provide regular reports of search engine rankings
for your chosen keyphrases, and regular traffic performance reports,
enabling us to measure results and identify areas for further improvement.
Blog Creation
The use of weblogs or blogs is on the rise as a way of easily
adding fresh regular content to web sites. Blogs can be used in
a wide variety of ways to enhance a company's online presence,
whether
by providing news, commentary or opinions, insights into the market
and so on. Blogs offer several unique advantages in terms of SEO
and online marketing
such as
the ability to automatically 'ping' blog search engines and news
aggregation sites with updates, and the ability to enable comments
for two-way communications with customers.
Podcast Creation
Podcasting refers to the provision of audio content for download,
most commonly news or discussion programmes. Such content is relatively
straightforward to generate, and can often get a firm's message
across in a way that might be difficult in a text medium. Podcasts
can be syndicated to other sites and visitors can subscribe to
podcast feeds, enabling them to be informed when a new episode
is uploaded.
PPC Management
In addition to our organic SEO expertise we provide pay-per-click
campaign management and paid search engine marketing services.
Our comprehensive PPC management service includes account setup,
ad creation, ongoing bid management and campaign optimisation and
regular tracking and reporting. We apply our pay-per-click management
expertise to improve ad quality scores and maximise ROI.
A/B Split Testing
SEO is not just about getting good search engine rankings
and driving visitors to your site. It's also about getting them
to convert once they get there, whether it's by making a purchase,
signing up for a newsletter or contacting you with an enquiry.
A/B split testing allowns us to test different page layouts and
marketing messages to measure their effectiveness in converting
visitors to customers.
Call free on 0800 980 5000 or fill in our contact
form to find out more about how we can help your business
prosper further online.
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