An Introduction to Search Engine Optimisation (SEO)
- 28.06.2008
Search Marketing - What is SEO?
The goal is to increase your site’s visibility by achieving favourable listings within the search engine results page(s) (‘SERPs’). The pages are divided into ‘natural’ / ‘organic’ listings, achieved through effective SEO, and sponsored ‘pay-per-click’ (PPC).
Benefits of SEO - Increase targeted site traffic; improve click through rates + conversions; more cost-effective and manageable than PPC...
SEO ranking factors - a page’s content + context; index inclusion + coverage; on-page optimisation; link-building...
Key challenges - Dependent on changing algorithms; requires constant monitoring; lack of control and visibility versus PPC.
A unified marketing strategy is required to combine SEO + PPC and deliver the best presence in the search engine results.
SEO Strategy:
Factor 1: SEO planning and strategy – Keyphrase analysis; Auditing; Benchmarking; Unified strategy (SEO + PPC); Tracking; Resourcing...
Factor 2: Index coverage – How search engines work - Site submission; Sitemaps; Index coverage; Evaluation; Domain strategy; Dynamic content...
Factor 3: On page optimisation – Keyphrase frequency, density, position, relevance; Page mark-up factors; Document-level factors...
Factor 4: Link-building – PageRank; external link-building; news content...
Factor 5: A structured process for SEO – Site architecture; linking strategy; page template effectiveness; refine SEO for key pages...
Factor 6: Conversion efficiency – Landing page effectiveness; balance usability, accessibility and persuasion; measuring and analysis...
The WORKSsitebuilder Solution:
The powerful content management system WORKSsitebuilder enables you to implement fundamental ‘best practice’ SEO strategies as standard, and ‘tune’ your website to dramatically improve your search engine positions.
Deliver content rich sites that are continually updated to ensure relevancy and recency to help with PageRank.
SEO tools enable non-technical users to perform adjustments to the content, formatting and structure of the site.
Consultancy and training services are provided to help you develop and maintain your online marketing strategy.
Case Study – MoneyWeek:
MoneyWeek’s WORKSsitebuilder solution has increased magazine subscriptions & e-newsletter registrations and generated significant new advertising revenue streams whilst simultaneously providing an improved user experience. The WORKSsitebuilder solution has contributed to a corresponding 300% increase in circulation over 2 years.
- Additional revenue generated a return on investment within 6 months
- Online magazine subscriptions doubled year on year
- e-Newsletter registrations up 340% since launch of version 2 (December 2005)
- Targeted site traffic up 6000% since WORKSsitebuilder solution replaced existing website
- Consistent top 10 Google rank for targeted search terms (‘share tips’ / ‘UK property crash’ etc.)
- Moneyweek.com content delivered as news feed (RSS) to MoneyWeek site users, niche financial websites (e.g. www.housepricecrash.co.uk) and general news aggregators (e.g. Google News) leading to 30% more site traffic in 6 weeks.
Read more about the Moneyweek case study.
Online Demo Registration
The Online Demo allows you to see for yourself how easy it can be to update, customise and maintain your website with WORKSsitebuilder Content Management systems.
