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Search Engine Marketing

Search Engine Marketing is about increasing the visibility of your website on search engines, such as Google. This is achieved by running Search Engine Optimisation (SEO) and Pay Per Click (PPC) campaigns.

Search Engine Optimisation (SEO)

SEO is the process of “naturally” moving your website, or rather pages on your website, up the rankings, so that they appear at or near the top of the natural listings for particular searches. This is done by structuring your website and its content so that it is more “readable” to the search engines and more relevant to people searching for your product or service.

Pay Per Click (PPC)

PPC is placing paid adverts for your products or services. On Google, the paid listings appear as “sponsored links” down the right-hand side of the natural listings. Depending on the search query, up to three listings may also be displayed in a shaded area above the natural listings.

The key advantages of PPC are the ability to target specific markets and specific search phrases.

According to recent statistics at the “Search Marketing World” conference , 83% of Irish adults search every day with 52% searching several times a day. 96% of all searchers use Google, 24% use Yahoo! and 10% use MSN. So, because nearly all of the market uses Google to search, it makes sense to plan your SEO and PPC campaigns around it. There will be residual improvements for your SEO on the other search engines anyway.

Our Services

Initial consultation

We will initially need to define the objectives for your site along with discovering the relevant keywords that both reflect your services and also correspond with what people are searching for.

We will need to establish the goals for your search marketing campaign. Typically people will say that their goal is to increase traffic to their website. This may indeed be a relevant goal, but it also might be a little short sighted. It is probably better to get 100 people visiting your site that are looking for “web development services”, rather than 10,000 people who are looking for “free web development”.

A more targeted goal would be to get people to engage in a “call to action”, such as submitting an enquiry form. In this way you are using your site to generate sales prospects.

Keyword Research

This is the process of identifying the words and phrases that are related to your offering and that people are searching for. This will involve both looking at your products and services and identifying which words or phrases best describe what you do and what you offer. After that we will use some online tools to figure out which of these words or phrases are actually being searched for, and also find other words or phrases that we hadn’t thought of.

An important thing with this research is that the keywords we choose reflect your business, your brand and fit with your overall marketing efforts. There is little point in "engineering" your site and its content to attract a large number of searchers when it does not truly reflect what your business does.

Website Review

A review of your website will be required in order to identify where it can be improved for the SEO/PPC campaigns. This may be as simple as updating your content to reflect the keywords discovered in our keyword research, but it may also require some modification to your site structure.
One thing we will do, if it is not done already, is add Google Analytics to your site. This free service from Google provides you with statistics such as visitor numbers, pages they visited, keywords used to find you, etc.

Monthly Retainer

We will provide a monthly report that summarises key statistics on your SEO campaign and also look at how to improve your campaign. This can involve:
Changes to your site content.
Possibly targeting more keywords.
Increasing the number of inbound links to your website by submitting your site to relevant directories and/or submitting articles about your site.

Pay Per Click Campaign

Create your PPC Account
This simply involves setting up your AdWords account for Google.

Create your PPC Campaign
Based on the keywords researched we would write a set of adverts targeted at those keywords.
We would also look at what is known as “negative targeting”, where an ad is not displayed if a particular word or phrase is in the users search. For example, you might not want your add to appear if someone is searching for “free web development”. In this case the negative keyword is “free ”.