Websites : Search Engine Optimisation

Natural search has asked huge questions of traditional go-to-market processes. Instead of the matching and connecting process being initiated by "sellers" saying "Here we are and this is what we have to offer", search marketing starts with the consumer saying "Here I am, and this is what I want".

In one fell swoop, it guarantees we're talking to the right person about the right thing at precisely the right time, and offers complete communication relevance on a requested, permission-basis that eliminates a huge proportion of waste, uncertainty and inefficiency

Helping clients leverage the huge potential of natural search is the job of our Search Engine Optimisation experts. For them, SEO is where the rubber meets the road.

They work best when consideration is given to SEO during the planning, design and development process rather than post-launch. Retro-fitting search engine optimisation can result in higher costs and technical difficulties.

From the outset, we conduct a thorough search term analysis; which establishes which phrases are used most and how many other companies in the same sector are chasing rankings for them. From there, we can recommend how SEO should be integrated into the Information Architecture.

If the content for the web site is to be produced internally or by another party, content guidelines can be provided to give the copywriter some basic rules for ensuring the text is structured in a search engine friendly manner.

Similarly, we can provide some basic coding dos and don'ts - again to ensure the site is developed in a search engine friendly manner.

Once developed, the site is given a post-build review to audit the code and content, and identify any further on-site SEO opportunities - such as improving the code to content ratio, keyword density, internal linking opportunities etc.

Link building is a core requirement for any successful SEO plan, and therefore an important stage of the SEO process is the development of a practical link building strategy and implementation plan.

Finally, to maintain a good level of search engine optimisation, it is also important to conduct a monthly review of any new or revised site content, and to monitor ranking and search term performance.