UK Internet Marketing

Search engine optimisation (SEO) is one of the many parts that can come under the bracket of online marketing, and deals with improving the number of or the quality of any visitors to your web site from natural or orgainc search results. In reality SEO is simply marketing by appealing to the specific search engine  algorithms to increase search engine relevance and ultimately web traffic.

Search engines now display different kinds of results on a search engine results page (SERP), including paid advertising - pay per click (PPC) advertisements , as well as unpaid organic search results and keywords specific listings, such as news stories, definitions, map locations, and images. SEO is all about improving the number and position of a site’s listings in the organic search results.

1.Targeted Keyword Research : Still the major part of any search engine optimisation (SEO) campaign. plenty of keyword and other tools are available to help you build a good list of keywords or phrases.

2.Competitor analysis: Speaks for its self really, if your competitor is no1 on Google then some good analysis of your competitor, thier keywords, business model and other SEO optimisation strategies can be beneficial to an SEO campaign

3.On page Optimisation: Internal web pages are tweaked and optimised for better search engine rankings. It can include meta tag title and descriptions, use of heading tags(h1/h2), image optimisation, file renaming and optimising the over all website architecture.

4.Off Page Optimisation: Inbound links from thematically similar websites can make your website more relevant and so favourable for search engines and corresponding higher rankings. However good quality links on there own don’t really have much of an effect.

5.Technical Optimisation: these are the technical factors that can help you boost your search engine rankings. Some of them are such as canonical indexing, w3c validation, custom error pages etc.

So you have a new state of the art e-commerce website with highly competitive and in demand products but……… no traffic!

It is quite quick to get the website up and running but it can take time and money for Search engine optimisation to drive traffic to the site. Thats why more and more companies are using managed pay per click to drive that all importat traffic. Many companies though do not have the knowledge or the time to run a pay per click campaign so they turn to an agency to manage thier ppc campaigns.

Pay per click is an excellent way to drive traffic to you site but using a professional adwords qualified agency to manage your online campaigns can maximise your return on investment (ROI) and free up your time to develop other areas of your company.

 In general the purpose of  search engine optimisation (SEO) is to achieve higher positions and more traffic off the search engines. To do this more relevent content is created such as articles (article creation and submission) and editing the sites existing pages to be more search engine friendly. Ethical search engine optimisation is following the guidlines and other SEO practices that are acceptable to the search engines and the guidelines they lay down. Unethical or black hat SEO can include using link farms, doorway pages, cloaking etc to name but a few and are all designed to try and fool the search engines into giving a position that is unmerited.

Search engines rank websites using very complicated mathmatics  known as algorithms. Google’s algorithm, the one we in the Search Engine Optimisation market all want to know, is rumored to have over 500 million different variables. Luckily for us though all these variables really come to to 2 factors

Onpage Search Engine optimisation

Offpage Search Engine Optimisation 

Well basically everything is about conversions!

You now have the visitors but you want them to convert to whatever your goal is.

To help optimise pay per click campaigns you need to be writing good ad copy and bidding strategically on your keywords this in turn will filter your traffic down to good quality hopefully converting traffic.

Sounds easy

Because PPC sounds so simple  it makes everyone think they can manage a successful and profitable PPC campign. The downside is it really isn’t that simple.

For example, what works on Yahoo PPC may not work on Google Adwords and vice versa. Knowing and reading the data properly can make or break a campaign

No it’s not a reference to a Star Wars approach to Link Building!

Attracting good inbound links to your site is not an easy job and approaching the subject as a serious consideration is quite a scary thing really.

Good linking requires good content on your site to attract people to link to your site.

 Here at www.uk-internetmarketing.co.uk we believe and work to our “link baiting” strategy, which is creating linkable pages.  For the best chance of gaining inbound links, content should be:

Original
Unique
Useful
Non-commercial (or subtle in it’s sales pitch)
Timely
Accessible without a password
Free of charge to view

And at the risk of teaching our granny how to suck eggs, each page must be linkable-meaning it must have its own URL!

UKIM can offer a professional unique content writing service for all business sectors, but you might not need this!

You will without even knowing, already have good link bait quality on your site in the form of

·        Product descriptions

·        Industry news

·        Product Comparisons

·        Case studies

·        Photo Galleries

·        Free Downloads

·        Forums

 If you already have some of these on your site then you may well be half way down the road of Link Building.

A simple re structure of your site may help, you can cluster this content, or have links to it within a section on your site, aptly named; Resources, Articles, Fun or something similar.  Don’t forget your main goal is conversions, not just inbound links, so be sure to provide a clear path from this section to your landing pages.

By investing in new fresh up to date content with all the above elements built in, your not only building content and authority you’re also helping to build a good link building pool.

Because you are spending money with every new click your pay per click campaigns attact, you need to be certain that you are achieving a good return on your investment (ROI) with Pay Per Click spend. So what is the definition of a succesful pay per click campaign ?

1. Conversions
2. Conversions
3. Conversions

What is a pay per click conversion?

A conversion can be a sale, a lead or some other kind of action that you define. Once you have identified what the conversion is you need to track them, always working towards increasing your conversion rate, the better the conversion rate, the more profitable the pay per click campaign is!

part 3 tommorow

Article Writing and Submission

Writing articles about your products, services, site or industry is a great way to build natutral inbound links, as well as offering added publicity to potentially thousands of visitors. Articles need to be written  with targeted keywords and phrases and submitted to article directories. By posting articles to article directories, you allow other site owners to use that content in exchange for a credit link back to your website.

Writing quality, interesting, unique, sometimes witty articles will have a huge positive impact on your business. 

Let’s face it, people like to read, and more importantly people are more inclined to read something they are interested in, something that may make them laugh, or something they may learn something from. As long as the article isn’t read like a sales pitch and is unique and interesting, the article will get read and most importantly, the article will get distributed.

A well written article is normally written by someone who knows the subject of the article well. This creates a feeling that the writer is an expert on the subject, resulting in creating a bond with the user.

6 benefits of writing and distributing articles give you and your business:

1)      Target audience

2)      People who want to listen

3)      Brand awareness

4)      Distribution

5)      Trust

6)      In-bound links

Then maybe you could hire the A-team………only joking :-)  but if you are currently running pay per click campaigns, chances are you do need help! and maybe just maybe you could hire me here at UK-internetmarketing!

Pay per click is very popular as more and more it is seen as the quick way onto the first page of Google!

The downside is that the competition is increasing and the prices for pay per click can be expensive if it fails to convert.

There are still opportunities to achieve an excellent return on investment (ROI) on any pay per click campaign, but you need to be smarter than other companies and interent advertisers to win at pay per click, and the chances of running a successful ppc campaign are far greater than they ever have been before.

Part 2 tommorow