Search Engine Marketing

Web Business Hub does Search Engine Marketing

Specialists in Search Engine Marketing Search Engine Marketing (SEM) increases your website’s visibility on the Internet through two main angles of attack:
    • SEO for “organic” listing on the SERPs
    • Advertising for “paid placement” on the SERPs

    Often SEM is considered synonymous with PPC marketing but it is infact the combination of SEO, PPC and all the other paid marketing oportunities such as PPV.

    At Web Business Hub we can manage Google Adwords PPC campaigns for you but we always stress the importance of optimizing your website for the organic, FREE search results. Time and effort spent on this approach will pay dividends for the long term. Whereas results obtained by advertising disappear as soon as the adverts cease. Additionally, good optimized web pages lower the costs of advertising.

    Analysis has shown that users preferentially click on the organic search results rather than the “paid for” advertisements. With a limited budget it is well worth getting the natural search engine rankings improving for valuable keywords before planning a paid advertising campaign. That said, if quick results are mandated then it is well worth implementing both strategies from the outset.

    At Web Business Hub we understand the searching process and are able to quickly research your business niche and tell you what we think you should optimize in order to increase the numbers of visitors to your site. There are a myriad of little things to tweak in order to achieve high search engine rankings. To achieve this it is important to understand the basics of Search Engine Management and following a step by step approach to this always works.

    Initially, we need to understand the keywords (search terms) that your website visitors use to find your site. These are the words and phrases that your target audience is typing into the search engines when looking for you and your competitors. These search terms are the keywords and key phrases that should be marketing your web site. This process of understand is Keyword Research. A more complete article will follow on the subject but in summary:

    • We analyse your website
    • We analyse your competitions’ web sites
    • We use tools to build a large list of relevant search phrases
    • We check these phrases for “commerciality”
    • We check searching frequency
    • We analyse the difficulty of ranking highly for each phrase
    • We sort them into “desirability order”
    • We select a few (three maybe) to target

    The next step addresses how to make basic web site changes that will make your site more search engine friendly. Using the list of target keywords Web Business Hub will recommend any necessary changes to the web site pages themselves (on page optimization).

    Once the on page optimization is completed, the search engines now know what your site is about. What they don’t yet know is whether your site is any good and consequently whether it should rate highly in the SERPs. This second aspect refers to the “authority” of your website on the subject of the targeted key word(s). Virtually the only way they can measure this sort of relevance is by looking at the number and quality of inbound links to your site.

    The second phase of the SEO campaign is therefore a question of creating inbound links from other websites to your website. This is done with articles, directory listings, blogs, and forum postings containing links pointing to your website. These links will generally contain your targeted keywords (and variations upon them) in the “anchor text”. This does two things:

    • It lets the search engines know that your site is an authority for the keyword phrase and therefore you should be ranked
    • It puts links all over the web in strategic places that entice viewers to visit your site

    The process of link building will be described in greater detail in a subsequent article. Suffice to say that these links are placed all over the web and include Web 2.0 properties and social networking sites. They not only point to your website but also to other linking web sites, creating a complex mesh of interconnecting links ultimately pointing back to your site.

    The link building process is a medium to long term strategy and it is important to build a variety of links over time in as natural a way as possible. A sudden influx of hundreds of links may raise alarms with the search engine indexers so it is important to create these links consistently and regularly. The links need to come mainly from fairly lowly sites but interspersed with a few from higher PageRanked sites. To this end Web Business Hub recommends creating links at a rate of between 1 and 5 a day averaged over a month. Of these links 90% will be PR 0 to 2 and only a very few PR 3 and above.

    Web Business Hub is able to offer 3 levels of linking package offering a minimum of 40, 70 or 110 links per month. The links are placed manually on trusted sites where they will not get deleted. Each package can share the backlinks between 3 different sets of anchor text and URLs. Together with the backlinks each package develops a Web 2.0 link network often known as a “link wheel”. This adds authority to the links and directly to the website URLs as well and is a very valuable addition to the backlinks themselves and is often overlooked by SEO consultants especially if they use automated link generators.

    A word of warning here – “caveat emptor” (buyer beware) – 100 well placed “honest” links is worth infinitely more than 400 spammed generator links, which will mostly get deleted anyway and could result in your site being delisted from the search engines.

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