Google Adwords Management

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Search Engine Optimisation: everyone knows what SEO stands for, but how many really understand what it’s all about? In the simplest terms, it’s about getting noticed and is a kind of marketing tool. But instead of marketing directly to customers, it’s marketing to the search engines, and the success of your website and therefore your business depends on it. Good SEO means high placement on search engine results pages (SERP), good SERP positioning mean high volumes of click through and that means more customers. Marketing to customers is all about getting their attention and their approval. The aim of SEO is to get the attention of Google, Yahoo and the like to stand out as a highly relevant, good quality website and thus obtain a high SERP position. Just like customers, search engines are looking for something. The key to success is knowing what that something is. Search engines are configured to look for elements defined by the engineers, and if your website doesn't match their requirements it won’t get a good ranking. Worse still, if it tries to cheat the system, it could get a demotion that may take months to recover from.

In considering how SEO works, it helps to remember the single objective of search engines: to find the most relevant search results for their customers. The business model of search engines only works if customers trust them to deliver the most relevant results for their searches. SEO naturally goes hand in hand with delivering a good service to customers. If you frequently publish high quality, unique content on your website, you are providing a useful service to your customers as well as contributing to a high ranking. But blogging and adding content are not enough on their own. In order for a website to be successful, your SEO campaign will also need to incorporate many other factors such as keyword selection, good descriptive titles and considered link building.

Why do you need SEO?

With an estimated 1 billion websites on the internet today, making your site stand out from the crowd is more difficult than ever before. Optimising your website for search engines will bring two mikeefits. Firstly, an effective SEO programme will produce a high ranking, preferably on the first page of the results pages, therefore reaching more customers. Secondly, the SEO work undertaken will make your website of greater interest to customers, encouraging return visits and increased sales as you add new content - whether in the form of a news feed, blog or videos - refine existing content, and ensure that everything on your website is high quality and unique. SEO works because, when it is done well, it obliges you to make your website customer-focused. Search engines look for a number of elements. “Thin” pages, with little or low quality content or duplicate content, are viewed unfavorably by search engines, and are likely to be filtered out.

Why should you invest in SEO?

SEO requires specialist IT expertise and a full understanding of how the continually changing algorithms of the search engines work. You wouldn't entrust your latest billboard campaign to the enthusiastic but amateur photographer in your team. Neither should you entrust your SEO to someone who has read a SEO for Dummies book or attended a half-day course in SEO. It’s time to call in the experts. Marketing experts understand people, they understand how they feel, what makes them tick, their likes and dislikes. Similarly SEO experts understand how search engines work, what they are looking for, their likes and dislikes.

Google algorithms are updated frequently to ensure that search results are as relevant as possible to the customer and to avoid the irrelevant sites gaining an undeserved high ranking. The search engines use tools to combat spam sites indexing, also known as black hat SEO, where sites use poor SEO methods including placing high volume, low quality links in an attempt to boost the apparent popularity of the site and gain higher rankings. The search engines will spot this and respond by demoting the offenders.

Of course the quality of the SEO campaign is critical to its success. It is essential to invest in high quality or white hat SEO and accept that it may take a few months rather than a few days to get first page results. With our high quality SEO, the tricks and shortcuts are avoided in favor of real added value for both your website and your customers. Our SEO professionals will ensure that your website does not fall foul of Google’s Panda and Penguin algorithms, which are designed to identify and penalize sites using cheats and weak links to make their pages rank more highly than they should. We also understand how to optimise your site for the enhanced intelligence of Hummingbird. We start by familiarizing ourselves with your business, as this helps us to develop an SEO program tailored to your requirements. It is essential for us to understand the type of customers you wish to attract, as this allows us to identify finer details such as which keywords to target. It is also important to identify your objectives for your SEO campaign. You may wish to increase brand awareness, generate leads, increase sales from existing customers, or all of these. Working with keywords might appear straightforward, but is in fact a difficult balancing act. The most popular search terms are naturally those that most businesses compete for, so are inevitably the most difficult to rank well for. We will select keywords that have the right balance in terms of competition and popularity for your business, and will optimise your site to gain high rankings even for the most sought after keywords, where required. We even offer a money back guarantee, so that you are assured of first page rankings.

Investing in SEO will give you a better return on investment than spending on PPC advertising. PPC adverts have lower click through rates and tend to be less trusted by customers than organic listings, with 77% of people ignoring PPC ads and moving straight down to the organic search results. In today’s world, promoting your website through SEO is essential. Let our SEO experts deliver the results you need for your business.