How to get a search optimised website

If you are looking for a search optimised website, you probably know it’s a challenge to get an investment return on your on-line marketing. In fact, it’s a bit of a minefield for businesses wondering where to turn and who to turn to…

You may have heard of Google algorithm changes named Panda, Penguin, EMD which came into play in 2011 – 2012. These changes saw many websites drop dramatically in ranking and in some cases, businesses were heavily penalized.

Google’s aim is now and always has been to deliver the most relevant search results to its users. This is what makes it work. It is in Google’s best interest to stop or limit the manipulation of their natural search results.

Organic search vs paid search

Many firms work Google Adwords. A successful Google Adwords campaign or SEM will undoubtedly bring you visitors. With Adwords, you are paying every time someone clicks onto your website. Unfortunately you pay for every click, even if your visitor could not find what they wanted. Adwords can be an expensive option especially if you’re in a competitive market.

Adwords can be effective in high traffic consumer sites, but less so in business to business sites. There is no arguing that Adwords will receive growing support from Google and is the safe option in 2013. (Google derives 95% of it’s revenue from Adwords). The problem is, like all advertising, you can spend a lot for little return.

That’s why I prefer to get results by making sure your website is optimsed for search and works as an effective sales tool in its own right. This includes the design, the use of ‘call to action’ messages and ‘landing pages’ relevant to the search terms that are being used by visitors.

The benefits of organic search

The big benefit of organic search optimisation is that it raises your site ranking and tends to keep it high in rankings, even when you stop. With paid search, as soon as you stop paying, you tend to lose the rankings.

Organic search takes a lot of skill and dedication, and is much more effective long term. It gives you a true a search optimised marketing website. Organic search use Google’s own search parameters and works best with a concentrated approach for a short period (about six months). Rankings can then can be maintained effectively with little effort and expense after that.

Using the complete marketing mix

It is vital to look at SEO as just one part of your marketing toolbox. A full organic search optimisation package pulls visitors into your site through a combination of SEO, PR, Social Media,  Brand Strategies and Content Marketing. Developing your authority as a trusted expert using the full marketing package means that your sales conversions will increase. It should include the following:

Content marketing and SEO writing

Using key search terms to write optimsed copy ensures your individual pages rank highly on Google with response based mechanisms to generate enquires and sales.

PR and media relations

Get people talking about you and looking for you. One of the very best ways to become the ‘go to expert’ in your industry is by using PR and media relations to point people to your website.

‘Call to Action’ conversion triggers

Getting people to your site is no use to you if they don’t engage with you. Using compelling ‘Call to Action’ messages to make sure that visitors have a reason to make contact with you increases your conversions.

Page based enquiry forms

Using page based enquiry forms means that visitors can make enquires about specific items, services or products that interest them.

Google Analytics

Using Google Analytics gives you results on number of visits, pages that visitors went to, how long they stayed and what they did while there, eg sign up for newsletters, downloads of brochures and click throughs to other information.

Summary

A package like this gives you a highly effective marketing website using the most up to date technology and clear analytics, with a user friendly layout and a design structure that leads visitors to take the actions that you have set for them.

If you would like to know more, please call me on 1300 783 004.

PR and online media were made for each other.

PR and online media companies know that in today’s information age we use the internet for a wide range of reasons. We use it to find information, to buy goods, to tell people about us and what we do, to communicate to our friends. We use it to educate our customers and stakeholders and to share thoughts and happenings with our associates.

iStock_000013824529SmallWe use and interact with Websites, Blogs, Facebook, Twitter, Linkedin, Google+ and Email, just to name a few. We read, hear and see messages online, from video and audio to kinetic animation, text and static images.

When we have an important story to tell, all of the above are the tools in our communications toolbox, along with the appropriate offline media such as newspapers, radio and TV.

PR professionals have always told stories using a range of communication styles and media. Most of the experienced PR guys I know are former journalists. They can transform chicken poo into newsworthy stories that engage journalists, lobby governments and inform the public. (This is a true story – read more below).

PR professionals know how to make a story resonate and they know how and where to get it out. A good PR campaign can both save a company and build a brand and is much more effective than advertising alone. Its a clever way to use Content Marketing in telling a story.

Turning chicken poo into a story of power.

My good friend and fellow Touchpoint Dynamics founder, Mark Miller, recently helped a client deal with a campaign of misinformation from a group of activists. Cleveland Power is one of the most innovative green energy projects in this country.

Innovative-solutions-2It involves the construction of Redland City’s world leading Bio Mass Power Plant. The project will deliver world class clean green energy generation. It incorporates world’s best practice protocols for the delivery of clean Energy-Renewable green power and environmental solutions. It also offers a clean, green way to disposed of about 650000 tonnes of chicken waste each year. (You can find out more here http://clevelandpower.com.au/)

And yet, a small but active group of people were creating issues that were slowing down the process and endangering the successful launch of the project.

The information that they were issuing was patently false and misleading but in the absence of any positive PR, it was the only voice and the scare campaign was working.

Mark set about planning an intensive campaign through local, state and national media to showcase the facts and the explain benefits of the project. He lobbied local, state and federal governments and shared the story with other journalists.

His use of a specific campaign website, blog posts and media releases via press, radio and TV was coupled to a direct communication approach to identified key stakeholders. These stakeholders included the protestors, and those touched by the misinformation campaign.

Over a short and intense campaign period, the campaign resulted in the project being approved by the courts, and was signed off by all government departments, with letters of endorsement from federal and local ministers.  Just as importantly, the campaign informed the local community about the truth of the project and gave them peace of mind.

That’s a great result and one that Mark and everyone in Redland City can be proud of.

You need the full tool box

Just as a mechanic can’t maintain your car with only one spanner, you can’t get your message out with just one medium.

With access to the full communications toolbox, PR and online media professionals use skill, experience and knowledge to ensure your message reaches the right ears and eyes.toolbox-250

They do this through the most appropriate and effective mediums for the target audience.

If you have any question, or would like some advice please feel free to call us 1300 783 004

 

 

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