Why Use Integrated Search Engine Marketing?
Simply Clicks recommends that all search engine marketing projects should combine search engine optimisation (SEO) and pay per click advertising (PPC). Its a philosophy we've used from our beginning. There are strengths and weaknesses to both organic and paid search. Ignoring one form of search means that you will most likely perform sub-optimally in the other.
We have evolved an integrated 4 stage search engine marketing system. This involves planning, on-page activities, off-page activities and web analytics. We believe this approach delivers maximum profitability for your online business. We call our integrated system Search Engine Marketing Over-Site©.
Planning
Every good campaign starts with a planning process. We recommend a thorough review fo your existing business model and an assessment of competitive strengths and weaknesses. The process of planning, rather than the end plan itself, is the key. In undertaking the disciplines of planning you will gain a better insight into your business and the challenges it faces.
Search Engine Optimisation
As search engine optimisation specialists, our approach to providing SEO services is entirely up to date and geared to the specific SEO needs of the UK market. We deliver SEO based on our extensive marketing experience across both B2B and B2C marketing channels. Simply Clicks can manage a search engine optimisation campaign in totality or tackle a specific SEO issue.
We can optimise your website for all three major search engines, specifically for Google or for Yahoo or MSN. Although all the major search engines work to the same general principles, each engine weights their algorithm to reflect different priorities. See this search engine variation diagram to gain a visual understanding of the differences between the three major search engines.
Many websites can rank well on one engine whilst performing poorly on others. With time, it is possible to optimise for all three. We can show you live examples of client websites where first page rankings are achieved across all three major search engines.
Pay Per Click Advertising
We recommend that pay per click advertising is an integral component of every search engine marketing campaign. Even if the main focus of your search effort is concerned with SEO. In most markets, effective pay per click advertising still delivers a highly profitable return on investment. In addition, participating in the pay per click market provides a rich source of real time search market information regarding search volumes and competitive activity that can be used for tuning your SEO activities.
We recommend that your pay per click campaign utilises both the Google Adwords and Yahoo Search Marketing networks. Within the UK, Google Adwords is typically the larger provider of traffic and has the better performance reporting system but Yahoo has advantages in planning and competitor analysis. As each click has a direct cost, precise keyword selection and bidding are priorities of any pay per click campaign. Click on the paragraph title above to gain more information about how your business could benefit from pay per click advertising.
Web analytics
Generic SEO concerns itself largely with generating traffic. On the other hand website analytics refers to understanding the performance of a website once it has attracted a visitor. That is, the way a website converts organic rankings or paid search clicks into events or actions that ultimately yield enquiries, revenue and profits.
Depending on the nature of a website, the key event may mean a direct e-commerce sales transaction. Usually it means some other interim stage in the sales and marketing process. This could be generating a phone call or e-mail enquiry, capturing a name and address, requesting a brochure or being selected onto a pitch list by a B2B customer.
Website analytics identifies
the source of traffic by search engine and
search term, then tracks
the progress and actions of each site visitor as they travel through
the conversion funnel. Used
in conjunction with data from the
search engine results pages and pay per click reports, the value of
each
site visitor and search term can be established. Using these methods we
can determine the marketing effectiveness of each search term and each
web page in generating real business.
Analytics
packages are available for varying levels of budget and sophistication.
Free packages include Google Analytics and Statcounter.
There are strengths and weaknesses to both organic and paid search. Ignoring one form of search means that you will most likely perform sub-optimally in the other.
