An Introduction to Search Engine Optimisation (SEO)
Keywords: Search Engine Optimisation, Content Management, SEO, Search Marketing, Online Marketing, Online Publishing
Search Marketing - What is SEO?
WORKSsitebuilder enables you to follow best practice SEO as standard, and to tune your site to dramatically improve your search positions
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.
Related
Case Studies
Speakers Corner is an entertainment bureau and booking service. The company provides external speakers or celebrities for a wide range of corporate events, presentations, awards ...
The Pharma Letter is an online only publication providing subscribers with accurate, unbiased business information on the worldwide pharmaceutical, generic and biotechnology industries.
MoneyWeek is a weekly digest magazine which focuses on the events in the world of finance and investing. MoneyWeek provides intelligent and accessible comment and ...
Business Monitor International (BMI) is a world leading publisher of specialist business information on global emerging markets. Providing information to businesses regarding; political risk, finance, ...
Office Products International (OPI) is recognised as the leading publication for the office products industry, reporting to more than 50,000 readers in over 110 countries. ...
The International Network for the Availability of Scientific Publications (INASP) is a registered UK charity established in 1992. The organisations work focuses on achieving sustainable ...
Health and Safety at Work magazine (HSW), a LexisNexis publication, is a monthly subscription magazine, which has been providing its readers with need-to-know information on ...
Phaidon Press is of the world's leading publishers of books on the visual arts. Phaidon has a long and distinguished history as an art ...
Articles
The long established maxim that “content is king” has been so overused that it’s easily dismissed as stating the obvious, particularly for professional publishers for ...
With media owners experiencing falling ad revenues and a decline in traditional distribution channels, how to monetise online content remains the key challenge to be ...
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In the second half of this two-part feature published in the October / November copy of 'InPublishing' magazine we focus on audience engagement and iteratively ...
In the first half of this two-part feature published in the July / August copy of 'InCirculation' magazine we explore how publishers can monetise content ...
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Use Multivariate and A/B Split Testing to help identify which tweaks and changes to landing pages and key processes will provide the greatest return.
News
Private Medicine Guide choose the WORKSsitebuilder CMS platform for their network of medical websites
WORKSsitebuilder are please to announce the launch of the new website for OPI.net
Angus Phillipson will be speaking at the Specialist Information Publishers Association workshop on 'Website Conversion Secrets from the Experts', on Monday 19th April 2010
WORKSsitebuilder are pleased to announce recent updates implemented for the publication website The Pharma Letter
We are delighted to announce the launch of the new Pharma Letter online news service
Our director, Angus Phillipson, presents 'A publisher's toolkit for Online Success' at today's SIPA UK Congress
The WORKSsitebuilder team are pleased to announce their sponsorhip of the 'Specialised Information Publishers Association' (SIPA) 2009 event
The WORKSsitebuilder team are pleased to announce their sponsorhip of the 'Specialised Information Publishers Association' (SIPA) event
The Private Medicine Guide website powered by WORKSsitebuilder is now live
Upgrade of the INASP website to the latest version of WORKSsitebuilder CMS
Latest developments for the Phaidon website include Geo-IP tracking, and checkout updates...
