Search Engine Marketing


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Search Engine Marketing, SEO and PPC information from a451 Search Engine Marketing

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Search Engine Marketing

  1. 1. “Search Engine Marketing is a form of internet marketing that promotes Web sites by increasing their visibility on search engines” a451 Web Positioning LLP, Forum House, Stirling Road, Chichester, West Sussex PO19 7DN Tel 087 09 087 451 email:
  2. 2. Search Engine Marketing a451 Search Engine Marketing is committed to attracting targeted traffic to your Web site and converting it into business. Through detailed research we get to know your business and the industry in which you work, in order to get the maximum commercial performance out of your Web site. Our approach is one of continual goal setting, focused on getting the optimum return on investment out of your Web site. Since 2000 a451 has optimised in excess of 200 Web sites across a wide spectrum of platforms. Clients range from multi-nationals, national companies, online retailers, hotel & travel sites and local businesses. Our Search Engine Marketing Strategy Maximise the visibility and awareness of your Web site. Maximise your Web site’s share of search engine traffic. Maximise the quality of Web site visitors. a451 Web Positioning LLP, Forum House, Stirling Road, Chichester, West Sussex PO19 7DN Tel 087 09 087 451 email:
  3. 3. Search Engine Marketing The way we do it... a451 has a range of search engine marketing services that will attract targeted traffic to your Web site. Our services include two main areas; Search Engine Optimisation (SEO) and Pay Per Click (PPC). This enables us to offer you a tailored SEM service specific to your business. a451 ’s SEM captures potential customers at the exact moment that they are actively seeking what you have to offer. The a451 SEM service includes: * Traffic and Search Engine Analysis * Online Strategy * Site Architecture * Keyword Phase Analysis * Targeted PPC Management * Competitors Analysis * Comprehensive Reporting * Advising and Implementing on-going Goals and Targets * Re-branding optimisation a451 Web Positioning LLP, Forum House, Stirling Road, Chichester, West Sussex PO19 7DN Tel 087 09 087 451 email:
  4. 4. Search Engine Marketing Search Engine Optimisation (SEO) Search Engine Optimisation is more than just a technical service. At a451 we divide SEO into two different areas; Site Architecture and Keyword Phrase Analysis. Site Architecture Our Site Architecture techniques are clearly laid out in a Plan we produce for you at the outset of our service. The Site Architecture Plan will cover all aspects of your Web site structure to ensure search engines will find all the information on your site. The easier it is for search engines to find information on your Web site the easier it will be for your potential customers to find you and the products and services they are looking for. Some of the areas we address in detail are: * Directory Structure * Canonicalisation * Search Engine Friendly URLs * Navigation * Site Map * Google and Yahoo XML Site Maps * robots.txt * Google Analytics * Google Webmaster Tools * 404 error page * 301 Redirects * Loading Times We only use techniques that are approved within the guidelines of the search engines. a451 Web Positioning LLP, Forum House, Stirling Road, Chichester, West Sussex PO19 7DN Tel 087 09 087 451 email:
  5. 5. Search Engine Marketing Keyword Phrase Analysis The Keyword Phrases found on your Web site are fundamental to high search engine rankings and traffic levels. Our team will analyse your products and services and then carry out in depth research to ensure we use the Keyword Phrases that will get the optimum conversions. We will advise you on integrating the keyword phrases into the content of your Web site. We produce a detailed Keyword Phrase map for you at the outset of our service. a451 target keyword phrases that will optimise the return on investment for your Web site. Keyword Phrase selection is an ongoing process. The initial Keyword Phrase selection will be continually reviewed to ensure they are attracting traffic. a451 use a comprehensive selection of keyword tools so we can constantly monitor and advise on the most popular phrases. There are Keyword Phrases that will be critical for your Web site to be found on when searching. We define 'Focus' pages containing these keyword phrases and target them for high rankings and traffic levels. a451 Web Positioning LLP, Forum House, Stirling Road, Chichester, West Sussex PO19 7DN Tel 087 09 087 451 email:
  6. 6. Search Engine Marketing Pay Per Click Management Our Pay Per Click Management (PPC) service uses a range of PPC programs, the most popular being Google AdWords, for fast paid search results. a451 has qualified Google AdWords professionals. Our approach is targeted and focused on performance in order to constantly achieve the optimum return on investment for your paid campaigns. a451 set-up and manage your PPC campaigns to compliment the SEO service. We use highly targeted campaigns to ensure your PPC budget achieves the optimum sales performance. PPC is the ideal solution for both long-term brand awareness and short-term promotional campaigns. Your PPC campaigns are actively managed by a451 with complete history, traffic and conversion reporting provided to the client on a monthly basis. We provide on-going advice on improving the performance of your campaign. a451 Web Positioning LLP, Forum House, Stirling Road, Chichester, West Sussex PO19 7DN Tel 087 09 087 451 email:
  7. 7. Search Engine Marketing Search Management Following the initial three month contract you have the option to continue with our quarterly search management service that includes detailed analysis, comprehensive monthly reporting, informed advice and timely implementation. Our monthly report will include details of changes made by a451 to your Web site during the month as well as recommendations for changes such as new or additional Keyword Phrases, additional content or pages as well as any recent changes to the major search engine algorithm that may affect your Web site. a451 Web Positioning LLP, Forum House, Stirling Road, Chichester, West Sussex PO19 7DN Tel 087 09 087 451 email:
  8. 8. Search Engine Marketing Testimonials “As a growing company the Web is a critical part of our overall marketing strategy. Ranking highly on search engines for targeted keywords is critical for us. a451 took a comprehensive and professional approach to our Web site and implemented changes that has resulted in a marked improvement in our online sales and the overall cost of customer acquisition. We are very pleased with what a451 has achieved for us.” Wendy Atkin-Smith Managing Director - Viking River Cruise Line “a451 is an excellent search marketing company and we have used them on the Sarova Web site for five years. Their results focused approach match our needs to ensure we are getting the best return on our Web site in terms of traffic and, more importantly, bookings.” Sarisha Naidoo - Sarova Hotels "We were very impressed with the professional and proactive way with which a451 approached the search engine marketing of the UK part of the Thales website and when the Group’s global site was redesigned, it made sense that a451 should continue to optimise the new site." Jon Lunn Head of External Communications - Thales UK “Since using a451 we have seen significant growth in our online sales. We are very happy with their service and would happily recommend them.” Wendy Clarke Web & Marketing Manager – Faces "Covent Garden Life is a leading London portal so search engines are a very important source of traffic for us. a451's Web Positioning has achieved excellent results for us and forms an important part of our over all marketing strategy." Terje Saelensminde Chairman - Covent Garden Life “We have been delighted by the skills of a451 in gaining our Web sites excellent positions with a variety of leading search engines. a451 were recommended to us and we have no hesitation in passing that recommendation on to others." David Wallen Communications Director- Live PR a451 Web Positioning LLP, Forum House, Stirling Road, Chichester, West Sussex PO19 7DN Tel 087 09 087 451 email:
  9. 9. Search Engine Marketing Viking River Cruises Case Study Industry: Travel and Tourism Service: Full Search Engine Marketing (SEO and PPC) Start of Contract: December 2007 BRIEF • To target potential customers, primarily UK residents of the age 50 years plus (otherwise known as ‘Silver Surfers’!). • Increase their brand awareness. • Viking were not solely looking for online sales. They wanted to use Search Engine Marketing to increase their customer relationship database through gathering email addresses of potential customers. SOLUTION a451 used both SEO and PPC together to compliment each other to increase Viking’s online presence: • Analysis was carried out to find targeted keywords, such as “river cruises” to remain competitive in the industry. • The technical issues were dealt with via liaising with Viking’s Web Developers, Monochrome. Additionally a451 gave advice on site structure and analysed data to report back on how the Web site was working. • PPC was used to increase brand awareness and remain competitive amongst the top competitors, complimenting the SEO. • Additionally used PPC for short term promotions. • Online programs to analyse the figures and benchmark the site against its US sister company. a451’s on-going Search Management service monitors the online marketing effort, including; natural search, PPC, email marketing and promotional campaigns. RESULTS Overall traffic to Viking River Cruises Web site has increased 300% since the outset of contract. Search traffic has increased 449% since December 2007. Additionally, Viking River Cruises has Top Google positions for a number of key phrases including the competitive phrase “river cruises”.. The PPC campaigns have a CTR (click through rate) of 19% with 10% of those continuing on to making an enquiry, which has been increasing month-on-month. The campaigns have achieved the benchmark conver- sion rate set by the sister company in the USA. a451 Web Positioning LLP, Forum House, Stirling Road, Chichester, West Sussex PO19 7DN Tel 087 09 087 451 email: