Search engine optimisation can not be relied upon solely for website marketing but should often be worked on as part of your marketing mix. This page considers how to promote your site on search engines along with other ways of driving traffic to your site - viral marketing, advertising, print, etc.
Search Engine Marketing
Well, here's a minefield. Apparently a good third of the internet-using population will think your company is a leader in its field if it has a top search engine ranking. First impressions count here as much as anywhere else.
It is true that some businesses do very well out of search engines but we're in danger of reaching the levels of "miracle" expectation which eventually saw the dot-com bubble burst in the 90's. There is too much emphasis on the internet making "magic money" when really it still all boils down to good, solid marketing.
For example, say I have a site on the top of every search engine in the world for a much sort-after commodity. Lucky me! And say that everybody clicked on that link and came to my website. If my website is naff, they're still not going to buy anything. If it's not easy to order or make an enquiry then all that effort getting to the top is just wasted.
So, let's marry things up here. You need a darn good website which gets to the point and makes it easy to enquire or buy from. That site needs to be optimised - basically, designed in a way which search engines can harvest the relevant content from it. Then you need your site promoted.
LA Serve are committed to providing well-designed, optimised sites as a given but the promotion, just like anything else in marketing, can go on forever.
Our search engine optimisation and website marketing service works to provide:
o copy rewrites to arrange the "density and frequency" of your keywords and phrases
o rewrite of the design and code of your website if necessary
o build up links from other sites and directories
o
search engine submissions
o manage a web advertising and promotions budget, e.g. pay-per-click. LA Serve have a fully-qualified Google Adwords Professional to manage your pay-per-click account
o Regular reports / analysis
Booking this service needs to be monthly for a minimum of 3 months so we can have some continuity to marketing your site. This may be all that is required - especially if you can update your site now and again.
Search Engine Tips for Webmasters
If you maintain your company website and just wondering where to start, we offer an interesting solution!
The course package includes:
o Analysis of your website
o Optimising your site template
o Advising on keyword density and frequency in the page and the copy
o Where to submit to search engines
o Where else to submit your site to and link building
o Web advertising
o How to be kept informed
o Reports and analysis
This course will typically cost £500 +VAT plus any expenses incurred such as travel
Email Marketing Campaigns
LA Serve can create professional email templates to be sent as newsletters or as part of a promotional campaign. We can control the whole campaign by either sourcing an email list or using your own data. Emails can be sent much like a Word mailmerge to selected people and we can monitor which people open the emails and whether they click through to a webpage. We can then run a survey or send people to an enquiry form so that we can also measure response.
Each email campaign is completely bespoke, so please contact LA Serve for more information.
Viral Marketing Campaigns
The term viral marketing relates to a campaign which is spread by the people infected - or more, politely, those that see something that they think their friends or associates would like to see. And then they pass it on... and on... and so on!
A good example of this is the viral campaign for Holmescales Activity Centre. Holmescales provide a range of activities from quadbiking to off-roading. We honed in on paintball to develop a game which gave a good impression of what's on offer. You can see the game at www.holmescales.com/game/.
The game is promoted on the site and was referred to in an email campaign which is still spreading. The key elements to maintain user interest are the fun aspect and trying to beat your friend's high score.
We can provide advertising or games and really enjoy the creativity which goes into making a solid viral marketing campaign.
Each viral campaign will be bespoke, so please contact LA Serve to discuss.
Current ongoing work
With our ties to the local hospitality sector, we are currently working on boosting such key phrases for hotels and guest house accommodation in the Lake District and Lancaster areas. As such, Lake District Hotels, Lake District guest houses and Hotels Lancaster are three terms that we are keen to get on to page 1 of the key search engines. These are competitive terms so watch this space!
Other promotional considerations
A website is an excellent addition to your marketing mix. However, you cannot expect it to magically bring in sales. We can advise and produce marketing to help you promote your site and promote your business.
For example, you can add your web address to any advertising you may do. You should add your email and website to your business stationery, literature and any promotional items.
Consider further opportunities to help you promote your business and help lower costs by automating common procedures. For example, we can make sure your database is geared to noting email addresses for sending out newsletters (which you can actively collect from current customers or add a form to your website).
It should be recognised that your website is a excellent tool to help you promote your business and sales. We offer marketing consultancy to help promote your business. The new buzz in our industry is Search Engine Marketing.
