Global Search Marketing

Transcription

1 Glbal Search Marketing Glbal Search Marketing The Cmpany as a Business Directr: Stan Barett Cntact details: Great Tichfield Street Lndn W1W 5BB

2 Glbal Search Marketing Table f Cntents: 1. Abut The Cmpany 1.1 Why Search Engine Marketing? 1.2 Histry f Search Engine Marketing 1.3 Search Engine Marketing Advantages 2. What the cmpany des? What Is Search Engine Optimizatin? 2.1 What Is Search Engine Optimizatin 2.2 What Des Search Engine Optimizatin Invlve? 2.3 Evlutin f Search Engine Optimizatin 2.4 Search Engine Optimizatin Tday 2.5 Hw the search engines and directries relate t each ther 2.6 Marketing and Technlgy 2.7 The Prcess 3. Test Case Study 3.1 Campaign Gals 3.2 Campaign Apprach 3.3 Campaign Impact 2

3 Glbal Search Marketing 1. Abut The Cmpany Glbal Search Marketing is a trusted web develpment and marketing firm based in Great Tichfield Street Lndn W1, United Kingdm. Stan Barett, the Directr, has been perfrming search engine ptimizatin fr ver 10 years and has many dt cms cmpanies as marketing clients as a result. Because f the need fr high quality search engine ptimizatin and search engine marketing results Glbal Search Marketing was spun ff s it culd fcus n search engine marketing. As a result Glbal Search Marketing gets it's clients mre highly targeted traffic frm the majr search engines. Glbal Search Marketing has relatinships with almst every majr search engine including Ggle, Yah, MSN, AOL and many mre. Cmpany Website: Glbal Search Marketing can manage search engine registratin, search engine ptimizatin, search engine marketing, web site hsting, mnitr search engine activity, screen web sites fr search engine readiness and execute intense search engine directry marketing campaigns fr large crpratins and small businesses alike. 1.1 Why Search Engine Marketing? Search engine marketing means a lt f things t a lt f peple but what is search engine marketing r sem? It's nt search engine ptimizatin r se. Search engine marketing is the ability fr advertisers, ad agencies, marketing firms and anyne that wns a web site and has a search advertising budget t pay fr spnsred listings n a cpc (cst per click) r ppc (pay per click) basis. Search engines like Ggle AdWrds are examples f search engine marketing prgrams. Search marketing is the quick fix t driving targeted traffic t a web site but it's als the mst expensive way t get search engine traffic. That's because yu pay fr every visitr that cmes t yur site frm the search engines. 3

4 Glbal Search Marketing 1.2 Histry f Search Engine Marketing Search engine ptimizatin had been arund fr a while and thse savvy t the traffic and targeted nature f search engines realized there culd be a quicker and easier way t list web sites. This was the birth f pay per click. In rder t be the first site listed fr a particular keywrd r phrase yu had t utbid the ther web sites interested in that keywrd. Whever paid the mst fr the keywrd r keywrd phrase gt the first psitin. Althugh this is much mre expensive than natural search engine ptimizatin it was als much quicker and advertisers flcked t it. Nw Ggle has their wn ppc system called Adwrds and the ppc industry is raking in ver $2 billin dllars annually frm web site advertisers. 1.3 Search Engine Marketing Advantages Search engine marketing has its advantages when cmpared t search engine ptimizatin; here are a few f thse advantages. Search engine marketing listings are almst instantaneus. Ability t determine yur mst prfitable keywrds in days, nt mnths. Yu cntrl the cpy that appears in the listing. Yu can always be the first listing fr a keywrd if yu have the budget. On page factrs assciated with search engine ptimizatin are nn-existent. Ability t track search engine marketing campaigns is simple. Ability t track cnversin ratis n each keywrd phrase is easy. Yu cntrl the landing page the visitr gets t when they click n a spnsred link. N need t submit yur web site t the search engines. Many mre reasns t chse Search engine marketing! 4

5 Glbal Search Marketing 2. What the cmpany des? What Is Search Engine Optimizatin? 2.1 What Is Search Engine Optimizatin Search engine ptimizatin means a lt f things t a lt f peple but what really is search engine ptimizatin? First ff it's nt search engine marketing r sem. Search engine marketing is the ability fr advertisers, ad agencies, marketing firms and the like t pay fr a spnsred listing in cpc (cst per click) search engines like Overture and via Ggle AdWrds Prgrams. Search engine marketing is the quick fix t driving targeted traffic t a web site but it's als the mst expensive t get search engine traffic. SEO n the ther hand is the technique emplyed by web site wners t make their web site mre search engine friendly. When a site is ptimized fr the search engines prperly it will receive traffic frm the majr search engines like Ggle, Yah, MSN and thers at n additinal cst per visitr. The majr search engines will send traffic t client site fr free! Client site needs t lk gd t the search engine spiders and needs t be n the first page f the majr search engines when users type in keywrds that relate t yur web site's business. A gd search engine ptimizatin firm can get the client s site t the tp f the search engines and will keep it there. 2.2 What Des Search Engine Optimizatin Invlve? When smene ptimizes a site they'll be lking at several areas f the site and we'll list sme f thse areas here. Website On Page Elements Meta Tags - Keywrd, Descriptin, Rbts and Accessibility Tags Page Title Cntent - Psitining f the cntent and disbursement f keywrds thrughut the cpy. Links - Link structure, Alt tags, Text link wrds and titles. Keywrd Density f each majr sectin n the page. HTML Validity Web site accessibility. 5

6 Glbal Search Marketing Many mre Website Off Page Elements Number f pages currently indexed in the majr search engines. Number f sites linking t yu (backlinks). Link reputatin f yur backlinks. On page factrs f yur backlinks. Nature f the majrity f yur site, is it dynamic r static? Many mre Website Submissin t Search Engines Guaranteed Inclusin Prgrams Getting indexed quickly by search engine spiders and crawlers like Gglebt. Niche directry submissins. Pssible CPC search engines like Lksmart. Submissin t free directries like ODP Mre based n yur site's needs. Website Ranking Reprting Traffic Analysis Search Engine Ranking Reprts Cnversin Analysis Web Site Heuristics Traffic paths fr targeted keywrds. Mre based n each site's needs. 2.3 Evlutin f Search Engine Optimizatin What we nw knw as search engine ptimizatin started ut in the mid 90's. The internet was just getting started and drnes f peple were flcking t it. Thusands upn thusands f eager entrepreneurs realized the internet was ging t mean a paradigm shift in the business wrld. They als realized that with the thusands f the new web sites being develped every day there was ging t be a need fr sme way t rganize them 6

7 Glbal Search Marketing and make them easier t find. In came Yah! Yah created a directry and it was the place t be. This directry wuld list a site fr a $200 ne time fee. Once a site was listed in Yah a business culd expect t be immediately flded with traffic and custmers. Then Yah decided t implement what we nw knw as a search engine. The search engine sent ut crawlers (spiders) t index all f the cntent n the web and stre that cntent in their database. Then when a search was made n Yah users were given the chice f using either the directry results r the web pages results. When these entrepreneurs realized these web page results (serps) culd be manipulated, search engine ptimizatin was brn! 2.4 Search Engine Optimizatin Tday Tday the ptimizatin game has cmpletely changed. Many sites require yu t pay in rder t be listed in their search results and even mre are charging fr every visitr they send t yur site. In rder t stay n tp f the search engine algrithms and changes t the search engine results pages yu'll need an expert in yur crner. A search engine ptimizatin firm that has a prven track recrd f getting sites in highly cmpetitive industries t the tp f the majr search engines ver and ver again. Glbal Search Marketing is a full service search engine ptimizatin firm and has it's rts in search engine ptimizatin dating back t The se emplyees f Glbal Search Marketing have wn the trust and respect f many highly visible websites and dt cms cmpanies. Because f the need fr high rankings and search engine ptimizatin results Glbal Search Marketing fcuses it's research and develpment n search engine ptimizatin. 7

8 Glbal Search Marketing 2.5 Hw the search engines and directries relate t each ther 8

9 Glbal Search Marketing 2.6 Marketing and Technlgy At Glbal Search Marketing are prfessinals at technlgy and marketing that understand and appreciate the needs and gals fr a successful Internet marketing and search engine ptimizatin campaign. Glbal Search Marketing analyze the types f prspects fr the site, the different ways they use language t find client s site, the relative quality and quantity f thse prspects, their cnversin rates, and hw many f them becme custmers. All f this in rder t ensure that the client is using his website as a tl t maximize marketing mney and prfits fr the business. Glbal Search Marketing has built its search engine marketing prcess arund sund, prprietary principles that have been validated in practice ver several years. Glbal Search Marketing ensures that the search engine marketing campaign will meet client marketing and advertising prmtin gals, understanding the business and marketing gals. 2.7 The Prcess Glbal Search Marketing services the fllwing steps: Keywrd Research - Searching thrugh a database f actually-used keywrd phrases that are relevant t the client business, and determining the best phrases t use t ptimize the site. Prfessinal cpywriting as necessary. Optimizing tags, titles and ther parts f the html cde. Including cntrlling what the search engines say in their descriptin abut the client web site. Editing the cpy t ensure prper usage f the mst searched-upn keywrd phrases relevant t custmer site. Submitting ptimized page URLs t the majr search engines. This is limited tday because the majr search engines find yur site frm links pinting t yu. Mnitring the search engines bi-mnthly t ensure that custmer URL becmes indexed, and tracking traffic and keywrd referrals using web based metrics. 9

10 Glbal Search Marketing Prviding mnthly reprts shwing where client site is ranking and under which keywrd phases. Strategies fr paid advertisements, and building reference netwrks, text link ads, banner ads, pay per click advertisements. Traffic cnversin. 10

11 Glbal Search Marketing 3. Test Case Study Bank Search Engine Optimizatin Campaign With mre than half f UK searching dne n Ggle, it was f curse the main target fr the campaign. We made specific pre-build recmmendatins designed t get Ggle deep int the site, and t rank the site very high against cmpetitrs. With number ne psitins in such a cmpetitive marketplace as finance, it's clear that ur apprach wrks 3.1 Campaign Gals T cnsult at site build phase t ensure full site search engine cmpatibility T achieve listings in all target search engines, using ethical methdlgy and n spam-risk T vercme Ggle spidering issues and ensure that all suitable pages f the Business Banking site are navigable by search engines T achieve Ggle PageRank f 6 r abve T achieve Tp 5 Ggle psitin fr the main campaign keywrd T reduce bunce traffic by attracting business bankers directly t the apprpriate cntent area T increase nline enquiries and sign-ups T clarify the brand identity n the search engines in light f the Halifax merger T prvide nging psitin reprting 3.2 Campaign Apprach Liaise with site develpers t ensure build is maximally search engine cmpatible Identify tp searched keywrd in the sectr. This, unsurprisingly is 'business banking' Set up lgin access t the site s psitin reprting tl 11

12 Glbal Search Marketing Keywrd research and meta tag creatin t gain listings that wuld be: High rank Cmpetitive - t shw BOS strength in the arena In tune with verall Bank f Sctland brand architecture Reflective f the brand essence. Likely t achieve high click rates and lw bunce rates 3.3 Campaign Impact Tripled search engine expsure in just six mnths, Tp (mainly number 1) listings in Ggle, MSN, AOL, Lycs, Blueynder, Freeserve and many ther engines fr fr cmpetitive keywrds including the tp pririty keywrd: 'Business Banking' - which has nearly 12 millin cmpeting sites 12