Search Engine Optimisation (SEO) & Pay Per Click (PPC) Advertising
Search Engine Optimisation (SEO) uses a combination of techniques to ensure that your site ranks as high as possible on Search Engines such as Google, Yahoo, Bing (formerly MSN ) and Ask. Think of a Search Engine as being like the central business district of your own town or city. The best location for your business will be where you will get the highest number of potential customers passing by. In Search Engine terms that location is on the first page of results for a particular keyword(s). Keywords are the search terms that users enter into a Search Engine.
High rankings on Search Engines require that your pages are optimised to perform well for specific search criteria. Optimisation takes many forms and includes:
• Well written copy: text must be relevant to the search criteria.
• Correct use of Meta Tags: Meta Tags are lines of code that are not visible to human visitors to your site, but are used to help Search Engine spiders index your page.
• High quality code: well coded websites help Search Engines to index your site more easily.
• Inbound Links: Many Search Engines believe that incoming links to your site suggest that it is a website that carries authority and that helps your website to gain higher Search Engine rankings.
• Analytics: Analytics provides feedback on which sections of your site are working and those that are not. Analysis of these results can help tweak the pages of your website so that they rank more highly on Search Engine Results Pages (SERPs), which in turn will help deliver the targeted users that you are looking for.
If Michael Walmsley is building your website for you then he will build the site around the keywords that you have agreed are the best to optimise your site around.
You may already have a website that you feel is not performing as well as it could be. If so, call Michael and he will appraise your website from a SEO perspective and give recommendations on what amendments are needed in order to help boost traffic to your site.
Pay Per Click (PPC) marketing is the name used for the advertisements that are displayed at the top and down the right hand side of search engine results pages. When you click on the advert you are taken through to the website of the advertiser.
The way that Pay Per Click advertising works is that you choose what search terms that you want your advert to appear on. You also state the price that you are prepared to pay for each click through to your site. The more you pay the closer to the top of the adverts your own ad will appear. The beauty is that you can set a maximum amount that you are willing to pay each month. Once you have reached your target amount then your ad will stop running. This allows you to stay in control of your Pay Per Click advertising campaign.
Approximately 35% of search engine users will click on PPC adverts. This means that while the majority of searchers rely on what are termed the organic results on the left hand side of the page you ignore PPC advertising at your peril.
Michael will happily advise you on a combined strategy of Search Engine Optimisation boosting your organic search result and also using PPC advertising to drive traffic to your site