Search Engine Optimisation (SEO)

With nearly 3 out of 4 adults in the UK using the Internet to research products or services (ONS, Sep 2010) millions of searches are conducted every day. 

Recently leaked AOL data on search behaviour showed how important it is to be on page 1 of results which attracted over 90% of all clicks.

Are you there or are your competitors?

If your competitors are above you in the rankings, you will be missing out.  So how do you go about rectifying that situation?

Keyphrase Research

Before optimisation can even begin, you need to understand what phrases you want to target.  Not all phrases are created equal and the best ones may not be the obvious ones.  Searchsmith can help you identify appropriate phrases based on search volume, competition, relevancy and intent.  Choosing the right keyphrase set is vital to the ongoing success of any search engine optimisation initiative and will result in better returns.

Competitor Analysis

We don't mean competitor in terms of traditional bricks and mortar competitors, but those sites and site owners who appear above you in the results page.  It is crictically important for you to understand the scale of the challenge ahead for your target phrases.  Remember that search is a competition.  We need to understand the nature of that competition and how easy (or not) it will be to beat.  Some battles may not be worth fighting and by analysing the competition Searchsmith can help you understand where the quick wins are and what strategies to adopt.

Onsite Optimisation

At its basest level, effective Search Engine Optimisation is a mixture of three things; appropriate "signposts" on each page to help search engines understand the focus; highly relevant and unique copy and the number and quality of inbound links to chosen pages on site.

Searchsmith can help you optimise each page at a time, following best practice in setting out the "signposts" for the benefit of search engines.

Copy Writing For Search

It has been said that "Content is King."  Any strategy that Searchsmith help you adopt will almost inevitably identify "content holes".  These can only be filled with relevant and unique copy, written in such a way as to appeal to search engines for specific phrases.  We have been involved in so many site builds that we completely understand how much of a challenge this can be.  Copy, or lack of it, is the most common reason for site build delays.  Searchsmith can help you overcome this challenge and help develop effective copy which will deliver results.

Inbound Links

After copy, we maintain that links are the most important facet in a Search Engine Optimisation campaign.  The format and placement of these links is all important.  You need quality over quantity and Searchsmith's Link Generation team can help identify and place links on credible third party sites.

Go Local

We all like doing business, shopping or deals with companies close at hand.  It's just easier.  Google have made it something of a mission to provide localised reults and can give preference to these on results pages.  Searchsmith can help you adopt a strategy to take advantage of Localised Search and increase exposure in a way that can deliver fantastic returns.

Go International

Given Google's passion for localism, how can you get global recognition if that's what your organisation requires?  Searchsmith can guide you through the options and help you develop a strategy that best suits your needs and requirements.

Video Results

Do a search today and you will see a variety of formats on the results page.  These can include video and you could be there too.  With increasing Internet speeds, video is becoming a standard way of consuming information online.  Searchsmith can help in developing your video strategy and optimising your video content for search.

More... Results

The searcher has a huge variety of choices at their disposal.  Do they want results from Blogs? From News? From Products?  They may even be provided with real time results from Twitter.  Adopting a broad strategy which encompasses as many of these formats as is sensible can significantly increase your exposure and as a direct consequence, reduce that of your competitors.

Digital PR

Digital PR, or E-PR, can help disseminate information to a vast spectrum of information consumers.  If done properly, it can have a dual benefit.  Firstly, your story can be read by many thousands of subscribers, but also, and perhaps more importantly, if correctly formated, Digital PR can have a beneficial impact on your Search Engine Optimisation campaigns.

Analytics - Has it all been worth it?

At Searchsmith, we fundementally believe that any web marketing efforts need to be tied back to returns.  Occupying the #1 position on a certain keyphrase that generates no return is plain vanity.  All Search Engine Optimisation efforts need to be analysed and scrutinised for effectiveness and need to be ruthlessly judged on their profitability.

Searchsmith can help you define your site goals and key performance indicators and ensure that these are measurable so that we become accountable for producing the results you need.