Search Engine Marketing Strategy

Viz Marketing's approach is from a marketing perspective, rather than simply the technical implementation of search engine optimisation techniques.

We work collaboratively with clients to first understand their marketing goals and target audiences. Following this we then develop and implement appropriate search engine marketing strategies that result in increased visibility in key search engines and directories. Viz Marketing ensures the solutions it provides meet the individual requirements of each client - rather than simply providing “one size fits all” cookie-cutter solutions.

Our goal is to increase your business - not just your visibility - by generating increased targeted traffic that will convert into customers.

The methodology we use to achieve successful search engine positioning for clients involves four key steps:

It is critical to get this step right - optimising for the wrong key words is a common mistake. This step includes:

• Consultation with client to understand their target audience and broader marketing objectives
   
• Search engine compatibility analysis; current ranking analysis; link popularity analysis; keyword analysis; competitor analysis
   
• Development of keywords that will provide the best list of keyword phrases. The worst mistake is to guess what keywords might be used to find the site. The wrong keywords will bring the wrong visitors, and keywords that are too broad will bring less qualified visitors than focused keywords. We use a number of specialist tools to identify the most popular and relevant keyword phrases that will bring qualified traffic to your web site
   

On-Page Optimisation

This is where we modify the page copy and code to make each page highly relevant for the particular keyword phrase being targeted.

Viz Marketing does not employ questionable or unethical search engine optimisation tactics such as 'cloaking' or other spamming techniques designed to trick search engines. Such tactics can result in demotion in rankings or even in web sites to be banned by search engines.

Off-Page Optimisation

This includes creating xml data feeds for search engines, however the main job is building inbound links from relevant sites. This is a time consuming & ongoing job. Link building is essential because links play a critical role in achieving high rankings. Instant "press-button" link generation solutions don't work -despite the hype generated by the vendors of such solutions. The only links worth pursuing are quality ones & that takes work.

Monitoring & Maintenance

There are two aspects to this. The first is monitoring search engines  to ensure the site has been successfully indexed and added to the search engine / directory database. Once the site has been indexed successfully, ongoing monitoring is required to measure its position in key search engine rankings - especially against competitor sites. Fluctuations in position need to be analysed then re-optimisation and submission done as required.

Click here for details about search engine marketing services.