Search Engine Optimisation/Digital Marketing
Get higher search engine rankings
Can people find your website? Our search engine friendly web designs ensure that search engines can index your site but our search engine optimisation strategies aim for higher visibility in the search engines. Together, they can dramatically increase your online visibility and bring more visitors to your website — while decreasing advertising costs over the long term.
If we build it, will they come?
Digital Marketing is a broad term used to cover anything from a web site to search engine optimisation (SEO) to email campaigns. In effect it can cover any kind of digital communication with your customers or potential customers.
Designworx can provide the full range of Digital Marketing services. Correctly applied digital marketing and search engine optimisation can provide a highly cost effective way to attract and grow your customer base and increase your average customer spend.
Planning & Strategy
Designworx look to determine the following:
- Is there an online market for the products and services you provide?
- What search terms are users entering to find these products and services and how often are they using them?
- How much competition is there for the detailed search terms?
The first step to optimising your site is to undertake keyword research and analysis for the most appropriate search terms for your marketplace. We investigate the most popular search terms relevant to your business and analyse the number of competing pages in the indexes using these search terms and the effectiveness of these listed sites. This will enable us to focus your strategy on the keywords that are likely to bring the most traffic to your site.
We will also look at competitor websites that offer similar services and by evaluating those sites that rank at the top of search engine returns for specific key search terms we can set realistic goals and plan the strategy for getting your site to the top of this list.
Designworx will also provide guidelines for the creation/modification of key site content and additional recommendations will be made on the most cost effective route to take and analysis of the existing or old website (if there is one) will form part of the initial benchmark report.
Organic Search Engine Optimisation (SEO)
Organic search engine optimisation refers to the manual optimisation of your website to achieve higher rankings in the search engines for key terms.
When the keywords that will determine the framework of each section have been decided, it is critical that the structure of the site is optimised as well as the content.
A web page is not only made up of text content, it will also contain images, forms and a wide array of markup languages, style references and scripts. When optimising a site, it is important that the keywords not only appear the relevant number of times within the text content, they must also be placed within these “hidden” areas of the page.
Just as it is important that keywords appear within the text and hidden elements of a page, if they appear too much or are not relevant to the content of the page search engines will often reject the page or give it a very low page rank. Relevance and balance are therefore two key factors in the optimisation process.
Designworx will optimise your site and include a number of other tools within your CMS to help speed up and improve listings within the major search engines.
At the end of this search engine optimisation activity, we will give you the skills required to optimise new page content for search engines so that you can manage this ongoing activity in the future.
PPC Campaigns
The basic premise for PPC is that a search engine will charge a fee for every click your ad gets when it is placed within a sponsored banner, side panel or affiliated site. The amount that is charged will depend upon the estimated amount of traffic for any given keyword and how much other sites are willing to pay to use the keyword.
Because PPC is performance based, its reporting can be highly valuable by showing which adverts are triggered by specific search terms. This live market data can positively influence keyword and search term optimisation of existing page content. In addition, evidence of new keyword or search term activity can often lead to new page content being published to attract this new search visitor traffic.
Link Building
Link popularity (how many and which web sites are linking to your site) has an important role to play in search rankings and in driving relevant traffic to your site. Search engines place a value on how many sites link to yours and in turn, the popularity of those sites. Each site that links to yours is in essence a 'vote' for your site.
Link building strategies are tailored specifically for each client and each website. We believe that link building can be an effective online marketing strategy that can immediately attract highly qualified visitor traffic to your website as well as improving your long-term search engine ranking.
The benefits of link building however need to be balanced with the potential relatively high amount of time and effort needed to both identify target affiliate sites and then to ensure a suitable link back to your site.
Monitoring, Reporting and Analysis
A critical element of the success of any internet project is in the monitoring and analysis of results. Accessing suitable statistics is vital in assessing the effectiveness of any internet marketing activity. All our websites include automatic integration with the free Google Analytics service and access to detailed hosting statistics.
Reporting will provide you with the appropriate marketing data and analysis to help you evaluate the success of the website and any implemented internet marketing campaigns. We can also produce a short e-mail report every month, highlighting the key successes of the previous month’s activity with recommendations for improvements or new campaigns in the coming months.
Ongoing monitoring, reporting and analysis of your websites performance can be provided for any website on request.
Email Marketing
Designworx manage email marketing campaigns on behalf of many clients. We can also provide the tools necessary for you to deliver your own email markjeting campaigns that are fully integrated with your web site and the CMS.
E-mail marketing is the ideal medium for promoting and raising awareness because of its speed, reach and simplicity.
We believe that e-mail marketing strategies are one of the most cost effective and immediate methods of addressing marketing objectives because of the inherent viral elements of much of the content.
As part of a managed service Designworx can provide:
- Regular email marketing campaigns at agreed intervals - weekly, monthly, quarterly, etc.
- Advice on enquiry information retention
- Email design templates
- Landing page design & optimisation
As part of the management and reporting process, Designworx also provide reports on all email marketing activity. This can include:
- Open Rates
- Bounce Rates
- Click through Rates
