A combination of
technical, linguistic and marketing skills go into
creating the kind
marketing (SEM) that makes good website promotion.
SEM is comprised of competitive intelligence research,
search engine optimization (SEO), and careful
search engine placement (SEP). Most traditional
graphic design houses, marketing consultants, and
advertising agencies do not possess the specialized
knowledge of SEO to do it well on their own. It is
simply not their core business.
are many knowledgeable people out there who keep
abreast of the fast-paced changes in search algorithms
and ranking techniques. In fact, the first-rate
companies are essentially using the same code
optimization techniques. But they often lack the
creative eye and wordsmith's ear that turn technical
gimmicks (or even technical virtuosity) into
successful marketing campaigns.
described in the first paragraph can leave you with a
beautiful website that no one sees. ("If you build it,
they will come," only works in the movies.) The
situation in the second paragraph may keep you in the
game, but prevent you from leading the pack in your
specialty. Worse, sometimes technical proficiency
without marketing aptitude can be harmful by leading
you into the situation where you're "making good
time, but going in the wrong direction." Neither
approach will take you to the ROI (return on
investment) you want.
That's a needless
shame because Search Engine Marketing done right
reaches those who are already looking to buy. Think
about it: if they're already searching for your
product or service, they are a qualified prospect.
That's why this field, known as SEO, SEM and SEP (Search
Engine Optimization, Search Engine Marketing
and Search Engine Placement) has become the
most appreciated development in the ethical
advertising and marketing community.
There is "on-page"
search engine optimization (editing the prose on
your page, adjusting tags and HTML hooks), but more
firms need to understand the importance of
strategic alliances or link popularity as
well. We have found that it is necessary to work
pro-actively to get other websites to link to your
site, and to show them the best way. This demands
creative negotiation with potential online allies, but
is well worth the investment of energy. If link
popularity isn't part of your SEO strategy, you may
hit a ceiling in search engine results rankings viz a
viz your competition.
We believe that the
following five steps represent the best practices of
search engine marketing.
- Meet with the client (or, the agency or design house
representing them) to identify your top competitors in
their field, and, specifically in their field online.
Review their search engine optimization levels. Most
important, use quantitative research and marketing
savvy to identify the keywords most sought by your
- Take the site's search engine temperature to see how
it's doing now, if this is an existing site. There are
three ways to do this. The first, of course, is noting
its search engine ranking on the key search engines.
Second, record monthly site traffic volume (number of
visitors and page views). Finally, harvest the list of
links to the web site (many of our clients are
astonished to find out who does, and who doesn't
appear on these lists)!
In addition to
measuring the web site's current search results
ranking status, warn the client if we find
self-destructive design, navigation or architecture
issues that may inhibit search engines from
identifying the relevance of every page of the site.
We have the expertise to fix what needs fixing.
Website - Aid in coding the client's website
pages with keyword-optimized titles, descriptions, and
keyword tags. Edit actual text and page headings based
on the incorporation of keyword phrases. Each page is
coded with unique tags, and, where beneficial,
additional text will be copy-edited with keyword
Strategic Alliances - Analyze the online
strategic alliances of the top three results for the
client's lead search term. Using their back link
information, create a spreadsheet of possible link
partners, or alliances, in order of importance. Seek
to acquire these links, and more, for our clients. In
some cases this will include suggestions for useful
- As the techniques favored by the major search
engines change, and as a client's competitor adapt,
the client may want to fine-tune or update existing
web pages. This is certainly true also when a client
has launched a new product or service, or expanded the
area of your website that you want to promote in
is why we are available for monthly contracts that do
not lock you into a long-term commitment. We believe
any SEO expert worth their salt should be willing to
continue proving customer service excellence to
Marketing and Sales Support Happens from Under the
What you donít see is
how you get seen.
Site promotion/search engine
marketing is strategic marketing
much more than just search engine
registration; they should include keyword and hook
word positioning throughout coding
architecture and navigation encourages visitors to
and Flash pages require special techniques
or "off-page" SEO, builds strategic alliances that
improve search rankings
Rules of Good Customer Relations Still Apply on the
Donít make them work to
work with you.
Donít make prospects wait to get
Make things easy to find: lists are
kinder than clicks or search engines
Make your graphics easier on the eyes
will get them in contact with you more quickly
Use your text to sell and market;
product specifications can come later
3. One-Stop Shopping = Easy
Communication + Long-Term Benefits:
Outsourcing to foreign shores: cheap;
Real understanding: priceless.
Face-to-face contact is still the
best way to work together
Technologies like web and email only
succeed with seasoned business
Reach new markets
with versions of your website in Spanish, German,
and other languages
Email marketing and Whatís New Page
updates create new opportunities to reach prospects
and existing clients
Order related services like web
re-design, brochure design, press releases, and