Internet Marketing and Search Engine Optimization
Up to 96% of Internet traffic comes through Search Engines. Only about 3% of of websites are properly optimized for web browsers. This means there are a lot of websites out there that are never found.Running a successful website follows many of the same principles that running a successful business does. If you do not advertise, how will people know you exist? If you want to have access to customers who aren't in your local area then you need to consider the options available to you for marketing your website.
SEO - Search Engine Optimization
The key components for good SEO are:
- Website Coding
- Semantic Structure
- Original Current keyword-rich content
- Backlinks - Websites linking to you.
- Search Engine friendly URLs
- Proper use of Meta tags such as Keywords, Descriptions, Page Title, and image alt tags.
That said, Webmaster is a tool, and can not do completely effective SEO without regular site updates and maintenance. It is critical to continually monitor your sites results in major Search engines and continually make adjustments.
As part of the ongoing Support and SEO/SEM agreement, Incontrol Solutions will:
- Assistance and training in optimizing content for best Search Engine Results
- Regular tracking of placement of main keywords/phrases on top 3 Search Engines
- provide regular reports for how visitors use the site
- Regularly track placement in SE for main keywords/Phrases
- assistance and or management of inbound links
- Tracking number of visitors VS cost of link for paid links.
- Sourcing new quality sites for links
- Ensuring inbound links are optimized (not using "click here")
- assist in making sure the site is updated regularly with new fresh content.
Site Optimization
SEO primarily focuses on getting your site to come up high (top 5) in the search engines for your chosen keywords and phrases. Site Optimization focuses on a wider range of goals such as ensuring that the visitors you have attracted to your site, stay and even more importantly reach a goal or preform an action that we are wanting. A goal could be anything from visiting the "contact us" page, signing up for a news letter, or making a online booking. Using Google Analytics, we continually track visitor behavior on the site. Using this information we continually make adjustments to design and content to increase the percentage of visitors that complete the goals we have set.
For example with and online booking system, are analytic reports could indicate that a large number of visitors are not completing a booking and are "dropping off" on the customer information page. Reviewing that page we decide that we might be asking to many questions that are not required to complete the booking. After making the changes to the form, we track the number of visitors attempting to make an online booking, and hopefully see that a higher percent are now completing the process.
This same sort of cycle can be applied to the placement or design of "call to action" graphics, such as promotions for specials or prompts to sign up for a newsletter. By reviewing how visitors reacted to different placements and designs we can make sure we are using the techniques that get the best results.
Online marketing
Online marketing covers a wide spectrum, from managing members for a e-newsletter, designing graphics and adds for directory sites or other sites linking to you, Google Adwords, (paid or sponsored results), and tracking of offline marketing campaigns, such as radio, TV or print.
WebmasterCMS has modules for managing member sign ups, creating HTML email newsletters. A common task that InControl manages for clients is the delivery and tracking of activity for HTML Marketing. Reports of email delivery can indicate when and how often a user reads and email, the number of unsubscribes, number of bounced or invalid emails. We can also track the number of visits to the site as a result of the user clicking a link in the email newsletter. Additionally we can track the number of visitors that reach one of our set goals, as result of the email newsletter.
We can also track the number of visitors from print tv or radio by using special URLS used in those campaigns. These can be set up quickly and easily through WebmasterCMS and will create special redirects to any page on the site you want the visitor to see. In this way you can create special landing pages for things such as contests. You can give each of these redirects a "campaign name", and a medium such as "TV, Radio, or Print" and the results of traffic to these pages can be tracked through reports generated in google Analytics.
Pay-Per-Click (PPC):
Google adwords is a good option for gaining traffic form search engines for words and phrases that would be unrealistic for you to achieve through organically through SEO techniques. For example you can have adwords Adds that display when users search for your competitors names, or for lat minute events.InControl Solutions offers the service of creating, optimizing and managing your sponsored search engine advertising campaign. This method is also known as Pay-per-click (PPC) advertising, and is the cutting edge of online advertising. Pay-per-click allows you to market your business to the very people searching for your products or service; no other advertising medium offers such power! Pay per click advertising allows you choose keywords you would like your site to appear for when a search is performed. This is also a great way for new websites to be found in search engines right away as most pay per click search engines will display your ad within one hour of submitting