Search Engine Marketing

Most people look for information on the internet using a search engine, such as Google. Search engine marketing finds ways to influence page rankings to achieve maximum, targeted traffic to your site.

Reviewing websites for searchability

To review a site’s searchability, we look at a range of data, such as visit length, most popular pages, the effectiveness of online and offline campaigns in generating traffic, and the ranking of particular pages in relation to certain keywords.

Google uses nearly 100 different criteria to rank a web page. An effective search marketing strategy needs to include recommendations on coding, page content, and campaigns such as advertising and listings in online business directories.

Searchable code and content

Making a website searchable starts with its structure and design. A site’s information architecture should make it easy for search engine ‘spiders’, as well as web users, to explore all layers of the site.

Good navigation allows search engines to build a complete picture of what your site offers. It also satisfies users, encouraging longer stays and return visits.

The way content is written is also important. In the old days search optimisation meant loading – and sometimes overloading - content with keywords. The more times a word appeared on a page, the higher it would rank in search results for that word.

Search engines soon got wise to this easily abused approach and devised complex algorithms to assess a website’s authenticity.

But keywords are still an important part of search optimisation. As search engines become ever more sophisticated, their ability to literally ‘read’ a page for meaning increases. Well written, focused content helps search engines as well as users to quickly understand what your page is about.

Successful search depends on a good understanding of your target audiences, what attracts them to your site, and the words they use to search for your products, services or information. These words are often different from the words your organisation would use to describe itself.

Shift reviews site performance in a range of search engines, in relation to relevant keywords, and advises on options for improving site visibility.

Paid-for results and advertising

We can advise you on search engine advertising and paid options. Paid listings and placements in online directories can be an affective way to boost traffic to your site.

Algorithms made simple

We make it our business to keep pace with advancements in search technology. We trial new products and monitor software patent listings. We also take part in search engine blogs and forums.

In other words, we probably know more about how search engines work than you’ll ever need (or want) to know. Shift search engine marketing strategies are written in plain English, with tangible recommendations that can make an immediate and powerful difference to your web presence.