| Do you need higher search
engine positions for your website? It's now estimated
that 83.8% of all website visits originate with a search
enquiry. But to get traffic you need to be on the first
or second page in the search results. You can do all the
necessary work yourself or hire a company offering search
engine positioning services, like Incise.
There are two main types of search engine positioning
services - search engine optimisation (SEO) and pay-per-click
advertising (PPC).
SEO is an investment in the medium to long term visibility
of your website. It takes time to get results but once
your site is well ranked, it will be a while before
it drops, provided you don't break any rules and are
prepared to keep adding new content. It is the service
by which you get your site well positioned in the natural
search results against the keywords and phrases that
you are targeting.
PPC systems, like Google's Adwords, are auctions for
keywords - the advertisers who bid highest and succeed
in attracting the most clicks get the top positions.
PPC is great if you need traffic quickly. It enables
you to test and measure which keywords, advertisements
and landing pages produce the best return on investment.
The search engines provide useful analytics tools that
enable you to quickly identify where your campaign is
working and what you need to change.
When we launch a new website for a client we generally
advise them to use both search engine positioning services
to start their marketing. It can take up to three months
before the search engines have properly indexed a website
in their databases. You can be using that time to test
your site with pay-per-click and to make adjustments
to the site so that when your optimisation investment
starts to pay off, you get a better conversion rate.
It's vital to remember that search engine positioning
is not an end in itself. Your sales may benefit if your
site is well ranked against a search term that's highly
relevant but your conversion rate can be improved dramatically
by testing and measuring the pages to which you drive
your visitors. Changing just one word in a headline
have been known to improve conversion rates tenfold
or more.
The effect on your profits can be dramatic.
To discover search engine positioning services that
will get you more customers, call us on 01453 873638
for more information.
To find out more, call us on +44(0)845
456 5342
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