Website Optimisation and Marketing

a vital spoke in your web marketing solution

Search engine rankings = keyword research + quality links

A functional website must generate traffic, so you must intentionally include focused-content webpages in your site to pull that traffic to you. Search engines are only one spoke in the wheel (the web site is the hub and the wheel rim represents the traffic)…

NZ WebPro aims to generate the most traffic (visits) to your site possible. We hope the following helps to illuminate the process you, the client, must help with in order to generate the highest traffic flow for your site.

Keywords

Our websites are optimised around heavily searched-for terms that relate to your business, picked after careful research and discussion with you. Each of your web pages needs to contain keywords - the search words people would use to find this particular web page. Don't emphasize the same keywords on every page. Let the actual content on that page dictate what keywords should stand out.

Write and Fine-tune Focused Content Pages

One of the keys to generating search engine traffic is to get your site into the top five or ten positions on the search engines for the keywords and keyphrases that matter to your business. It's often hard to get your home page to score high since it is the general entrance to your entire website content. The best strategy is to write a series of focused content pages, each of which features a particular topic and keyword or keyphrase. These pages aren't general, but very specific. Deep-indexing search engines scan every page on your site for keywords.

Links

We will get you listed on other sites by doing research and finding out which sites are good candidates for reciprocal links. Here’s why:

Every major crawler-based search engine uses link analysis as part of their ranking algorithms. This is done because it’s very difficult for webmasters to "fake" good links, in the way they might try to spam search engines by manipulating the words on their web pages. As a result, link analysis gives search engines a useful means of determining which pages are good for particular topics. The more meaningful and relevant links you have - the higher your search engine rankings will be.

By building links, we can help improve how well your pages do in link analysis systems. The key is understanding that link analysis is not about "popularity." In other words, it's not an issue of getting lots of links from anywhere. Instead, you want links from good web pages that are related to the topics you want to be found for. That is why we always build a "Links" page for your website and approach other websites in order to get you listed on their sites. This will help drive traffic from their sites and also improve your standings in search engines.

If you opt for quality SEO, here’s what your money should get you:

• Keyword phrase identification
  Finding that handful of perfect terms capable of turning a sale is the first order of business and it gobbles up vast amounts of an SEO expert’s time. Coming up with a list of 100 keywords that apply in general is far easier than developing a short list of the most relevant, hardest-working ones. Working together with us means we can advise you of what will and won't work.
  
• Web design consultation
  If your site layout isn’t spider-friendly, no amount of SEO finesse will solve your traffic problems. So a search engine expert also has to be up on web design issues and know how to fix the trouble spots, that's our job.
  
• SEO copywriting
  It isn’t enough to drive herds of traffic to your site. The masses need to be informed and sold once they get there. That’s where SEO copywriting comes in. (Bargain optimisers always scrimp on this one).
  
• HTML optimisation
  Keyword phrases also play a starring role in your HTML tags. Knowing which tags are hot and which are not (in the eyes of the engines) is the job of a truly clued-in search expert.
  
• Site registration
  We know which engines and directories are the movers and shakers, which minor ones are becoming forces to be reckoned with, and where your site stands in the rankings of each. A full-time job in itself.
  
• Link partnership building
  Solid research, negotiating skills, and a large investment of time will develop a base of reputable, relevant link partners that will make the search bots take notice.
  
• Monitor traffic
  Since conversions are the bottom line for most e-businesses, a good search engine optimisation company will include comprehensive ROI (return on investment) tracking so you can see exactly what your SEO dollar is producing for you.

If you sacrifice just one of these strategies, you could be jeopardising the effectiveness of all the others. And many SEO services sacrifice more than just one.

Other essential elements of any e-commerce internet marketing strategy include:

• Web directories
• Bid-ranked search engines
• Online auctions- Ebay
• Link trading
• Webrings
• Usenet (discussion groups)
• Free Classifieds
• Permission marketing (send out email)
• Vertical portals
• Newsletter campaigns
• Affiliate programmes
• Comparison shopping portals (fee)-eg mySimon
• Viral marketing
• Content driven marketing strategies (your info pages)

Whats the point of web marketing if you don't really have an idea sorted out? The key to your online marketing strategy will be recognizing and defining an unfilled or partially filled niche. Read Dr Wilson's extract on niche marketing.

Find out more about how we can help your business succeed and improve your internet presence with a web marketing package tailored to your needs. Contact NZWebPro today.

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