Search Marketing (SEO and PPC)

Understanding the complexities of search marketing is no easy task. We know that businesses and their sales teams would prefer to concentrate on closing the sale face-to-face or over the phone but how do you increase awareness and drive leads when you are faced with an ever-growing display of technology?

 Optimising your website to rank higher

Search Engine Optimisation (SEO) will ensure your website is more visible in natural or organic searches ie unpaid searches. These natural/organic searches produce a good rank when they are indexed by Google and search engines such as Yahoo and Bing.

Through refining and optimising a website and, by developing the number of quality links coming into your site, you will soon see a difference in visitor numbers and the amount of time people spend on your site. Just being the proud owners of a new website is not enough today to guarantee you the first page of Google or generate consistent leads. It’s a little like having a baby in that they have to be nursed, fed, watered and nurtured before you can really appreciate the joy of becoming a parent.

What factors affect ranking?

Only Google knows how many factors affect ranking but guesses have been put at around 200. It is therefore no easy task to maintain a position within the first page of search results particularly when your competitors may be paying for advertising that automatically makes a difference to your position. You will have noticed the small yellow AD squares that frequently dominate your search results and more recently how four, take pride of place, at the top, affecting your organic position. Google’s intention is that businesses who use pay-per-click (PPC), benefit from top positions, our only saving factor with research shows that only approximately 30% of users click on paid ads with 70% preferring to choose a natural/organic listing.

Following an initial consultation, we would firstly assess your current site and provide an overview of what we feel would improve your rankings, increase awareness, give you a competitive advantage and drive more traffic to your website and ultimately through your doors.

Rise through the ranks with Pay Per Click (PPC)

Pay Per Click (PPC) is a very cost effective way of advertising within search results with the advertiser only paying when the user clicks.

There are a lot of people who are concerned that their advertising budget may run away with PPC but when you understand the methodology, you will know that the advertiser is in complete control all of the time.

The science, and art, of pay-per-click

 It would be easy for an inexperienced advertiser, to try PPC and think that it was not producing any benefits. PPC will direct traffic to your website but leads rely on traffic reaching the correct landing pages containing the offer or information for which they have been searching. Campaigns need to be managed in a set structure to perform well and efficiently while using the right grouping of keywords. A/B testing is undertaken and by applying an iterative process, it is easy to improve copy, change keywords and see immediate results. Using AdWords aimlessly with little or no structure will produce poor quality analytics, inefficiency and undoubtebly increase costs.

Location targeting

One of the great benefits of PPC is that you can use specific location targeting for your campaigns and will know exactly when and how your customers are finding you.

When we look at a PPC campaign, we will  first define your business as well as your website objectives and structure our campaign to your KPIs. We know customers are actively searching for products and services – the secret is to be there at the right time on the right device. If someone is looking for a plumber at the same time your ad appears on the screen then the relevance of the advert is perfect.

For more information on SEO or PPC please give us a call .