The largest independent search marketing agency in Europe, headquartered in London, and with offices in New York.
Clients across Europe, the US, and Asia with a track record of delivering results in competitive and aggressive online markets. Clients include P&G, Expedia, American Express, RBS, Alliance & Leicester, Asda Wal-Mart, and more.
An established specialist organisation with 7 years experience …providing total search engine marketing …. and nothing else.
The only SEO agency in Europe with its own publisher network, making us the fastest link builders in the industry
Our Paid Search systems use advanced portfolio management algorithms which gives our PPC campaigns a significant edge over the current rules-based standard bidding platforms.
90% of people use search engines as primary means of finding websites *
1.4 billion search queries carried out in the UK in July 2007 alone
Search is perfectly measurable and accountable and highly scalable
Search is an excellent channel to attract both new customers who search on generic terms like ‘car insurance’ and existing customers who are more likely to use a search engine than to remember your web address
* Figures provided by Internet Advertising Bureau ( www.iabuk.net )
A database containing an index of the content of the Internet, which returns to the user a list of web pages that match a search query performed on that database. What is a Search Engine? 2. Software programs called Spiders are sent out by search engines to scour the web, looking for web pages to add to the INDEX. 1. The Internet contains billions of websites and documents. 3. A user searches a Search Engine for whatever they want. 4. The Search Engine queries its spider-compiled index for matches to the query, and ranks them in order of relevancy. ? 5. The Search Engine returns a results page of websites to the user
A database containing an index of the content of the Internet, which returns to the user a list of web pages that match a search query performed on that database. The Key Issues ? Accessibility e.g. Links to Product pages cannot be followed by spiders because navigational menu is unfriendly to Search Engine Spiders. X X X X Cheap flight to Spain No mention of flights or Spain! X Relevancy Your site and its pages need to be relevant for every conceivable search term that is relevant to your products, services, brand, and reflective of your business objectives. How popular are these sites? Credibility Search engines factor in the link popularity of sites before deciding on where to rank them.
hotel guide Credibility – A Voting Model 2.5 6.5 5.5 2.5 8.5 Hilton hotel deals Cheap hotels Cheap hotels hotel deals hotel rooms New york hotels New york hotels hotel deals Discount hotels New York travel deals Cheap hotels Book hotels hotels hotel guide 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 1 0.5 3.5 0.5 1 0.5 0.5 0.5 0.5
How to take advantage of the SEO potential of blogs
Keyword Analysis: Identify and prioritise relevant keywords
Identify the full breadth of keywords and phrases that users might be searching for where you would like your site to appear. This should include all brand and product names, the main generic terms relating to your products or services, any relevant combinations of these (eg. with location words)
Use keyword generation tools eg. Google AdWords Suggestion tool
Use server traffic referral KWs to understand which words you are currently being found under
Use PPC campaign keywords to further reveal the long tail of possible search queries
Prioritise the full list according to:
Natural Search Volume (use Google Volume Estimator tool)
Rank (look for your poorly performing keywords ie. not rank on Page 1)
Organise KWs into thematic keyword groups with no duplication between them
Identify core keyword set from the real volume driving keyword opportunities in each category
Identify target landing pages on the main site for each of these (ensuring they are optimised for them
Identify important long-tail keywords or phrases (high PPC CTR or product relevance) – possible blog pages
Main target keywords : Car insurance Loans Credit cards Mortgages Bank accounts LT keywords for Car insurance : Vintage car insurance Cheap car insurance 4x4 car insurance European car insurance Student car insurance LT keywords for Loans : Car loans Payday loans Low rate loans Loans online Secured loans LT keywords for Credit cards : Student credit cards 0% credit cards Rewards credit cards Prepaid credit cards Instant decision credit cards LT keywords for Mortgages : Buy to let mortgages 100% mortgages Mortgages for first time buyers Fixed rate mortgages Interest only mortgages LT keywords for Bank accounts : Student bank accounts Bank accounts for children Business bank accounts Online bank accounts Graduate bank accounts
Create blog to match keyword targeting strategy
Organise blog into content categories to match the main keywords
Draw up lists of ideas for blog posts from the long-tail target KWs in each category
Use SEO Elements to optimise for blog post KW
Use instances of main keywords in the text to link to their landing page
LT keywords for Car insurance : Vintage car insurance Cheap car insurance 4x4 car insurance European car insurance Student car insurance Blog post ideas for vintage car insurance : Vintage car insurance guide Cheap car insurance hints and tips The best 4x4 car insurance offers Getting car insurance in Europe -Car Insurance -Loans -Mortgages -Savings -Credit Cards Title Post title in URL Header with H1 tags H2 tags
Blog technology comparison Features: Wordpress Blogger Typepad Able to rewrite page title (so post title comes first) Possible using free plugin “SEO title” or “All in One SEO Pack” Possible with some template editing Requires advanced template editing URLs with post title Built in capability to edit URL conventions Automatically publishes posts with URLs with dashes between post title words Publishes URLs with shortened versions of post titles, can cut off keywords – can’t change this. Add meta descriptions and keywords to individual posts Possible with free “All in One SEO Pack” plugin Not possible – can only add blog-wide Not possible – can only add blog-wide Other SEO features Numerous plugins: can automatically link to related posts, automatically link keywords and more.