Search Marketing Optimisation

Search has been evolving as a product and behaviour since Excite and Alta Vista went they way of the dinosaur. Our search engine optimisation (SEO) services are built to increase and improve visibility of your brand, product and services. We offer a fully integrated approach to search engine marketing which looks at the behaviour of customers. Our Search marketing optimisation considers all the touch points a consumer may visit and not only Google.

There is a school of thought that Amazon is the 2nd biggest search engine in the world. How can this be when its an e-commerce portal? Facebook’s search is getting smarter. For news and other content people go to Twitter not Google first. YouTube is giving its cousin Google a close run for its money. Why read a boring, long winded “how to” article when you can just watch the video instead? Click the image below to enlarge.

search marketing optimisation

 

Search marketing optimisation is the framework & process of affecting the visibility of a website. As a growth marketing strategy, there are many factors to consider. How does the search engine work, what are people searching for, the actual keywords used. For you we may target different kinds of search behaviour to optimise your presence. This could include image search, local search [if you have a physical store for example], social search, video search, academic search, news search and industry-specific vertical search engines. Search is a universal behaviour and people will always be looking for something somewhere.

So people search all kinds of external websites and apps to discover content or shopping links and they eventually will end up on your site. One of the most common overlooked areas is optimising your internal site search engine. Some internal site engines come out of the box with e.g. WordPress and Magento. Or there are  custom solutions like Endeca or Google Enterprise search. These platforms are driven and optimised via rules and triggers. And these rules need to be maintained and cleaned up and tweaked to ensure that site visitors can find what they are looking for.

A common loss of income and orders is because people simply cannot find what they are looking for on your website simply because its not been optimised. Imagine you have what they are looking for and they leave without finding it. What impression will they leave with? On e-commerce sites benchmarks are that 50% of site visitors will first visit site search to find what they are looking for.

So we can produce a plan for your search marketing optimisation to focus on one channel, multiple channels and of course your own website search.