Search Engine Marketing

Google Analytics
Google Analytics helps you find out what keywords attract your most desirable prospects, what advertising copy pulled the most responses, and what landing pages and content make the most money for you. Its features include: Sophisticated Analytics scalable for any size site, possibility of integration with AdWords, and the ability to tracks all campaigns and safeguard the privacy of your organisations data.

Google Web Master Tools
Webmaster tools provides a free and easy way to make your site more Google-friendly. It can show you Google's view of your site, help you diagnose problems, and let you share info with us to help improve your site's visibility. Crawl info, Website content, Top queries, Indexing information and your preferred domain name.

Search Engine Spider Tracking
It is important to understand when the Search Engines visit your website and the frequency they visit throughout the Search Engine Optimisation activities. I will aim to increase the trust that Google and the other Search Engines have with your website, this will then increase the amount of times that the Search Engines visit your website.

Entry Keyword Tracking
It is very important to understand what Keywords people use to find your website, to understand what people type into a Search Engine before they visit. This helps identify keywords that might not have been considered and that are used to find your website. Through monitoring these statistics we can see which of the keywords targeted with Search Engine Marketing efforts have actually delivered site visitors.

Search Engine Position Tracking
Automatically monitoring where your website is located within the Search Engines for the primary and secondary keywords is important to gage how effective the Search Engine Marketing activities have been.

Keywords are the phrases that people use to find your website; most efforts will be focused on the top high traffic keywords that people use. It is very advantageous to understand all keywords people will use to find your products and services, and aim to receive traffic from these.

Keywords should not just be used for online marketing activities; it is beneficial to understand how consumers describe your products and services. It can become very easy to get used to internal jargon that relates to your industry and to forget that these terms may not be used by your customers to identify with your products or services.

Keyword analysis helps identify how the website should be developed to best suit the key phrases people search for. The Search Engines are focused on providing relevant results to their users. If a website is keyword focused it can then scoop up the traffic surrounding these phrases.

With any form of marketing you are directly challenging the current competition head to head. By understanding their strengths and weaknesses, routes to success can be found and utilized to become a stronger organisation that clearly highlights its unique sales proposition to potential consumers.

From reviewing your competitors you can work out the best way to communicate the USPs of your business online, look for potential learning's that can be made with their approach to e-Business. Then compile a report to explain the findings and make recommendations that could be implemented to generate more revenue.

Search Engine Marketing is not about trying to beat the Search Engines; it is about developing a website with an online creditability that is more than its competitors.

When websites are created they can be written in very loose, unstructured code and still be displayed correctly in one internet browser. Often websites will look as expected in Internet Explorer but in other browsers such as Safari (The default Mac browser) and Firefox (a strong competitor to Internet Explorer) the website may not be displayed correctly. This is the worst case scenario of poor website coding.
More commonplace is that websites are not coded to meet the standards set out by the World Wide Web Consortium (W3C - http://www.w3.org/). These standards have been created so that any internet browser, be it a mobile device or a totally new browser can display websites as they are intended. Importantly the W3C Standards include the accessibility laws that the Disability Discrimination Act requires. Visually impaired people use Internet browsers that provide an audio read out of the websites content. Owning a website that restricts access to people with accessibility requirements is illegal. This can be compared to not having a wheel chair access in a public building.