Search Engine Optimization (SEO)
SEO is the process whereby we aim to improve search engine rankings for specific keywords that relate to the products and services that our clients offer. SEO Is divided into two categories: On-page and off-page optimization. On-page optimization involves creating the correct combination of syntax, keywords and content on the website so as to let search engines know exactly what the site is about. Off-page optimization includes creating backlinks from other websites, local services, blogs, and social media accounts in an effort to boost search rankings and highlight the importance of this site with respect to other trusted sites.
Search Engine Marketing (SEM) / paid search (PPC)
SEM is the process of paying for advertising on Search engines such as Google (using their AdWords and AdSense programs). Although expensive, this methodology guarantees exposure and links to the website; however, it is critical to do a keyword analysis and understand the most suitable keywords that customers will use to search for a specific product or service. The use of paid advertising is heavily dependent upon the type of business – e-commerce often requires a continuous paid advertising budget, while corporate websites typically use paid advertising as an interim solution while their SEO campaigns slowly improve their search rankings. Combining SEM with Google Analytics allows us to benchmark performance and gauge progress over time. Using a technique called re-targeting allows us to place banner advertising on a network of popular second-tier websites, thereby allowing a newly-visited business to be continually visible as customers go about their day-to-day browsing.
Customer outreach is the process of connecting to new and existing customers in an effort to make them aware of news and special offers related to the business. This typically takes the form of scheduled newsletters. The key to successful outreach is to create engagement around these newsletters and have a definite call-to-action to drive as many users as possible to the website, thereby closing more sales.
In addition to a SEO, local search is fast becoming one of the most important aspects of business promotion. Mobile platforms use Google and Yelp to show relevant businesses when specific keywords are entered into search engines and mapping applications. There are hundreds of local engines that aggregate and maintain business profile information – as well as many business directories that play an important role in discovery.