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Search Engine Marketing (SEM) |
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Organic Search Engine Optimisation (SEO)Organic search engine optimisation (SEO) refers to the manual optimization of your website to achieve higher rankings in the search engines for key terms. When the keywords that will determine the framework of each section have been decided, it is critical that the structure of the site is search engine optimised as well as the content. When optimising a site, it is important that the keywords not only appear the relevant number of times within the text content, they must also be placed within these “hidden” areas of the page. Just as it is important that keywords appear within the text and hidden elements of a page, if they appear too much or are not relevant to the content of the page, search engines will often reject the page or give it a very low page rank. Relevance and balance are therefore two key factors in the search engine optimisation process. As part of your search engine marketing campaign, Alienation will optimise your site and include a number of other tools within your CMS to further speed up and improve listings within the search engines. At the end of this search engine optimisation activity, we will transfer the skills required to optimise new page content for search engines so that you can manage this ongoing activity in the future. Pay Per Click (PPC)The basic premise for Pay Per Click (PPC) advertising is that a search engine will charge a fee for every click your ad gets when it is placed within a sponsored banner, side panel or affiliated site. The amount that is charged will depend upon the estimated amount of traffic for any given keyword and how much other sites are willing to pay to use the keyword. Our assessment of the nature of the competitive online marketplace will inform our view on whether there is a need, or advantage, in implementing planned pay-per-click activity. Because pay per click (PPC) is performance based, its reporting can be highly valuable by showing which adverts are triggered by specific search terms. This live market data can positively influence keyword and search engine optimisation of existing page content. In addition, evidence of new keyword or search term activity can often lead to new page content being published to attract this new search visitor traffic. Link BuildingLink popularity (how many and which web sites are linking to your site) has an important role to play in search rankings and in driving relevant traffic to your site. Search engines place a value on how many sites link to yours and in turn, the popularity of those sites. Each site that links to yours is in essence a 'vote' for your site. A proactive link building strategy is an important part of the search engine optimisation process. Site linking strategies are specific to each client and website. Our approach to this is confirmed during the research and analysis phase. Link building can be an effective online marketing tactic that immediately can attract highly qualified visitor traffic to websites. The benefits of link building however need to be balanced with the relatively large amount of time and effort needed to both identify target affiliate sites and then to ensure a suitable link back to your site. Read more about our digital marketing services: Digital Marketing ManagementAlienation manages the planning, strategy and analysis of your digital marketing campaign.Social Media Optimisation (SMO)Alienation enhances our clients' online networks through social media optimisation (SMO) and online reputation management (ORM).Email MarketingAlienation implements email advertising campaigns as part of the wider internet marketing process. |
