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Digital Marketing - Search Engine Optimisation |
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If we build it, will they come?Digital Marketing is a broad term used to cover anything from a web site to search engine optimisation (SEO) to viral email campaigns. In effect it can cover any kind of digital communication with your customers or potential customers. Alienation can provide the full range of Digital Marketing services. Correctly applied digital marketing and search engine optimization can provide a highly cost effective way to attract and grow your customer base and increase your average customer spend. Our SEO services include; Planning & StrategyAlienation look to determine the following:
We will also qualify this initial list by looking at competitor websites that promote similar services and by evaluating those sites that rank at the top of search engine returns for specific key search terms. As part of an online marketing strategy, Alienation will provide a keyphrase plan that will be based around your brand. Using the keyphrase plan, Alienation provide guidelines for the creation of key site content. Additional recommendations will be made on the most cost effective route to take and analysis of the existing or old website (if there is one) will form part of the initial benchmark report. Organic search and search engine optimisation (SEO)Organic 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 optimised as well as the content. A web page is not only made up of text content, it will also contain images, forms and a wide array of markup languages, style references and scripts. 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 optimisation process. 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 optimization 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. Paid Search (PPC)The basic premise for PPC 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 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 term 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.Site linking strategies are specific to each client and website. Our approach to this is confirmed during the research and analysis phase. We believe that 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 potential relatively high amount of time and effort needed to both identify target affiliate sites and then to ensure a suitable link back to your site. Analytics, Reporting and MeasurementA critical element of the success of any internet project is in the monitoring and evaluation of results. Accessing suitable statistics is vital in assessing the effectiveness of any internet marketing activity. All our websites include automatic integration with the free Google Analytics service and access to detailed hosting statistics.Ongoing reporting, measurement and analysis of your websites performance can be provided by Alienation. Management would cover the creation, or setting up, of any new internet marketing activity. Reporting will provide you with the appropriate marketing reporting and analysis to help you evaluate the success of the website and any implemented internet marketing activities. We would also produce a short e-mail report every month, highlighting the key successes of the previous month’s activity with recommendations for improvements or new campaigns in the coming months. Email MarketingAlienation manage email marketing campaigns on behalf of many clients. We can also provide the tools necessary for you to deliver your own email marjeting campaigns that are fully integrated with your web site and the CMS.E-mail marketing is an ideal medium for promoting and raising awareness because of its speed, reach and simplicity. We believe that e-mail marketing strategies are one of the most cost effective and immediate methods of meeting marketing objectives because of the inherent viral elements of much of the content. As part of a managed service Alienation can provide:
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