Freetimers SEO Blog, Search Engine Optimisation, Website Internet Marketing, Online Marketing Strategy » local internet marketing

The Essence of Web Marketing and SEO

Many business owners and managers in the UK and elsewhere tend to view the online marketing of their business and products as a one-off requirement that is fulfilled simply by having a website designed for them, and placing it on the Internet. Unfortunately, those who do actually think this way couldn’t be more wrong!

The essential facts of the Internet immediately destroys this view about web marketing:

  • Your website is almost certainly not the only one in its field, and for most sites, it will be one of thousands, perhaps millions, of websites available over the internet. Unless your site is hugely well known because of your brand (like Tesco, Coca Cola or Apple), most potential users of your site, and potential customers of your products will not know who you are or your site’s address. The online marketing of your site therefore must at least consider how people will find you, which today is primarily by using search engines like Google and Yahoo.
  • The Internet changes literally every day. People’s behaviour changes, the search engines and other facilities that help people find websites change, your competition changes what they are doing, and new competitors enter the market, constantly. Because the Internet is this huge constantly changing environment, to properly market your site cannot be done as a one-off job; it has to be a continuous process monitoring what is happening and then reacting to it, as well as involving proactive promotion and anticipating trends. Be very very wary of anyone offering a one-off solution, because by definition it is a wrong methodology!
  • To be able to be found on the Internet, and to keep being able to be found, requires ongoing work on your site, with continuous tweaking of design and content to keep it up to date, dealing with your customer needs and perceptions, as well as the site’s relevancy to these so other people and online resources like search engines can determine quickly what your site is about. There is an equal demand for off-site work to be done about your site however, because nothing is isolated on the net, and the search engines, for instance, know this. What other people and websites say about your site, directly affects how easy it is to find. If no one ever refers (and links) to your site, your site will be deemed unpopular, and accordingly it will be hard to find. Yes, the Internet has become a sort of popularity contest!

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January 23, 2012 at 3:01 pm | Hints and Tips, Search Engine Optimisation, Web Marketing | No comment

Search Engine Optimisation for Dentists Leicestershire

In our last post we dicussed our local seo work, and in the last month we have another great example of how quickly success can be achieved in substantially improving our client’s Google search engine results (ie SERPS). 

In this case our client, a dental practice in Leicestershire recommended to Freetimers, had a website that was not achieving much at all in terms of first page positions.  His web developers had done some very basic search engine optimisation, but so limited it did not come close to encompassing what the practice was trying to target.  To make up for the lack of organic search results, the client was paying another fairly high priced agency to undertake a Google Adwords campaign, and also getting quite poor value for money.

Our plan was to re-optimise the site, adding some targeted landing pages as well, and then to operate a monthly process of link popularity building, on-site SEO, and current refering content on a continuous improvement basis, to a much lower monthly budget that the client could easily afford.  The SEO marketing plan was locally focused, and whilst it would target search phrases related to Leicester and Leicestershire to begin with, it would evolve to expand coverage radially outward from that location.

We are now 6 weeks into the plan.  First our search engine marketing research identified approximately 450 search phrases to target.  Note here it’s not one phrase, three phrases, 10 phrases or twenty phrases, quoted by most SEO practitioners, but 450.  To date (ie after only 6 weeks) we have achieved 61 No 1 positions on Google, 142 top 5 positions, and 198 top 10 rankings.  These ranking improvements include both local market results, and generic search phrase results for some of our client’s most important target markets, so we are confident these results will deliver massive business benefits.

We are only just beginning too!  Our work will not stop with search engine rankings, but will evolve within our client’s budget to cover all aspects of Internet Marketing, including enquiry conversion rate improvement and assistence with social media.

January 16, 2012 at 9:44 am | News, Search Engine Optimisation | No comment