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Search engine marketing explained

Domain Names are important

Most companies have a domain name that reflects their business name, corporate branding and identity. In the associated web space they will have, a well-designed corporate web site. This will also be their administrative domain via which email is sent and received and which delivers corporate information. There is nothing wrong with this so long as this is not the end of their web marketing efforts.

The generation of new business is a quite separate issue! One possible approach is to have separate marketing domains that directly reflect different aspects of a business. Each domain and its web content is constructed with fishing net pages emphasising the various aspects of expertise and services provided by the company. For example: one of our clients has a domain name www.the-interior-designers.co.uk as the main search term is "interior designers".

Internet search engine optimisation and search engine listings explained

Search engine optimisation – gaining and maintaining maximum search engine visibility

Search engine marketing is the key to good search engine listings. For most businesses, excellent search engine listing will unleash an unexpectedly large stream of new business – but you have to get it right.

Perhaps you already have a nicely designed web site, but perhaps you question whether it is generating as many enquiries or orders as it could. Charles Clark called this “Wasted Web Site Syndrome” and this is something ATW can help you put right.

Search engine optimisation should be integrated into the overall design right at the outset and key processes are essential to gain maximum potential from your web presence.

Selecting a company to undertake Search Engine Optimisation needs to be done with care. ATW is an ethical search engine optimiser and works on tried and tested principles that are in line with current practice.

Overall, slightly more than 80% of Internet traffic (hits to web sites) has been proven to come from queries made to the major search engines. Since search engine ranking is the key, excellent search engine ranking must be the mainstay of attracting new customers to your web site.

The huge volumes of sales generated by the likes of Amazon and LastMinute means that they can afford to pay for (general public) traffic to be literally driven by banner advertising to their sites. However, enterprises that offer, for example, business-to-business goods and services, excellent search engine listing is the low cost doorway to success for niche products on the Net.

Search engine robots explained

Web pages (not so much web sites) have to be registered with and then indexed by search engines. The search engines send electronic robots to “spider” your individual pages. These creatures from cyberspace visit and examine each individual page in detail, scratching their electronic heads as they try to work out what these pages are about.

Giving a page a title of “home” or “welcome” is simply wasting money. Millions of other pages appear to be about “home” or “welcome” and it leaves the robots none the wiser about what your web site is about.

This waste of design expenditure pales into insignificance when compared to the lost opportunity this represents. A “topic relevant” page title and subsequent H1 Tag could lead to the generation of huge volumes of new business.

ATW’s answer to search engine submission and high search engine ranking

After search engine optimisation comes search engine submission and the quest for high search engine ranking. This is achieved by meticulously informing search engine robots what the pages are about.

The trick is to establish and then to confirm a pattern or theme to the visiting search engine robot, as it first arrives at and then spiders each separate page. After search engine optimisation, search engine submission is what leads to good search engine ranking.

Individual pages all represent an opportunity to portray a different aspect of your business. This is achieved by starting with a clear, and often quite different, theme statement in the title of each page, and then continuing by restating that theme for the robot to pick up as it passes through the page.

The domain name can also be very important in telling the search engine robot what the site and its page are about.

ATW will help you follow these rules so that subsequent search engine submission leads to higher search engine ranking for your web site.

Avoid the “snake oil peddlers”

They call you once a week and typically charge about £99 per month for a page 1 listing, but beware they are relying on the power of this one very seductive word. The truth is that not only is the person who is tricked is he who buys the snake oil, but that the search engines and search engine robots themselves actively try to avoid being fooled by such trickery.

The use of reliable design techniques when integrated with good content will invariably result in good search engine ranking. There are no shortcuts - like all marketing triumphs it is all down to hard work.

We are convinced that web page content is as important as a good well designed and easy to navigate web site. Let us show you what we mean.

To learn more about search engine submission and search engine ranking and find out how ATW can help you create a hard-working web site, call ATW on 01243 839160.