Search Engine Optimisation - SEO

As a business owner or marketing manager, you understand the importance of getting your website listed 'organically' on the first page of Google when your relevant keywords are searched. After all, most web surfers do not look beyond this first page when looking for information, products, or services on the Net. So, if you aren’t on that first page, you aren’t likely to bring in much new business.

 

Unfortunately, you cannot simply create a website and hope it will get listed on the first page. In fact, it takes quite a bit of effort and careful planning in order to achieve these results. This process is called Search Engine Optimisation. Get an SEO Quote Here!

 

Let Top Click Media Improve the Volume & Quality of Natural Traffic..

At Top Click Media, we have the knowledge and experience it takes to help sites like yours get listed with the major search engines, including Google. In fact, our own website can be found at the top of some of the major Search Engines such as Google, MSN and Yahoo! If you were to search for some of the following keywords, you would be sure to see our high natural positions:

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• pay per click advertising (page 1)
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If you demand better results and think you could benefit from our high level SEO approach, contact us today for a comprehensive SEO analysis.

 

When it comes to selecting a company to assist you with Search Engine Optimisation, doesn’t it make sense to choose one that has successfully optimised its own site?

 

We believe in being upfront with our customers – if we don’t think we can improve your rankings, we won’t take on the job. Check out what some of our SEO clients have to say about our services.

Bespoke SEO Services Using Ethical Techniques.

 

At Top Click Media, we realise that every website is different. This is why we look at each site individually and work to create a unique action plan to help improve your 'natural' rankings.

 

Using a combination of intelligent and well thought out keyword choices, well written and validated source code and relevant content, presented in a manner that is both clear to the user navigating the site and search engines spiders will help achieve positive, long term result. Our SEO experts work to develop your natural rankings by simultaneously creating both online and offline ethical solutions.

 

The Benefits of Search Engine Optimisation

• We can help reduce your marketing costs (improved natural listings = lower marketing spend).
• Experience long-term growth in website visitors.
• Improve Brand Awareness.

 

Understanding SEO

 

Understanding search engine optimization and the tactics involved with the process is essential to creating a successful website. Here we will walk you through the basics of optimising a website.

 

The Basics of Search Engine Optimisation

 

In short, search engine optimisation involves managing both the internal and external components of a website in order to increase the amount of traffic the site receives.  Although many people think SEO is all about using keywords within the web content, web site optimisation is about more than just keyword stuffing.  In fact, the design of the site, advertising methods used to promote the site and the value the site provides to the end user are all factors that contribute to the overall success of the SEO campaign.  It is important to note that, while optimising a web site does involve taking steps to improve the search engine ranking, it is also about monitoring the overall success of the site and making it attractive and beneficial to the target audience.

 

Understanding Your Audience

 

The first step to developing a successful search engine optimisation campaign is to gain an understanding of your target audience. This means performing market research in order to determine the terms your target audience is searching as well as determining the amount of competition you are facing for certain keywords and keyword phrases.  Google, for example, tracks how often certain keywords are searched each month and provides suggestions for keyword phrases that related to the phrase or phrases being searched.  Of course, a successful SEO campaign requires more than just using Google's keyword tools, but it is a good place to start!

 

Staying in Compliance

 

In addition to understanding your target audience, it is also important to understand the rules and regulations that have been established by the various search engine companies.  Failure to comply with their regulations can result in your website being blacklisted from search engine results. While using unethical methods, which are referred to as black hat tactics, can quickly provide you with a high search engine ranking, it won't matter when your site is removed from the listings. Therefore, it is important to use ethical methods, which are referred to as white hat tactics, when optimising a website.

 

Creating Useful Content

 

When it comes to search engine optimisation, there is no doubt that keyword selection plays an important role in determining the ranking of the site. It is important to note, however, that search engines use special algorithms to help them determine the value of a site based on keywords as well as other factors.  In addition, if certain keyword are overused, the search engine may consider the site to be "spammy" or otherwise less desirable than other sites using the same keywords. Search engine optimisation also involves utilizing a variety of different related keywords and keyword phrases.  At the same time, it is essential to keep the end user in mind. In other words, while keywords should be used wherever possible, the readability and usefulness of the content should take priority.

 

Of course, creating great content doesn't have to refer to just web content.  Creating newsletters and articles for e-zine publishers also helps establish your site as a useful authority and, since you can place a link back to your site within these articles, it also provides you with valuable links back to your site.  The same is true when it comes to writing articles to be used for article exchange purposes, as this can result in high quality links leading back to your site.  Not only will this help bring additional traffic to your site, obtaining quality links back to your site will also increase your search engine rankings.

 

Making the Site Easy to Follow

 

Giving your website an attractive and easy to follow layout serves two essential purposes.  First, it makes it easier for your site visitors to navigate through the website. This will make it easier for them to find what they are looking for while also increasing your click-through rate.  In addition to making your website easier for your visitors to navigate, a clean layout will also make it easier for the search engine spiders to crawl through your site.  There are several ways to make your site easier to navigate, with adding a site map being one of the simplest ways to make this happen.  Creating titles for links that are based on keywords and keyword phrases also helps make the site easier to navigate while better optimising the pages.

 

The coding used within the site will also help make it easier for the search engine spiders to navigate.  Therefore, it is essential to get text links in before image links so the robots can properly move from page to page.  Similarly, the HTML code needs to be properly put into place so the search engines can sort through everything your site has to offer and make a valid determination of its value.

 

Marketing the Site

 

Using keywords and other meta tactics will help increase the natural search engine ranking of your site, but utilizing a few marketing techniques will help speed up the process.  One of the best marketing strategies that can be used to increase web traffic is the Pay Per Click, or PPC, advertising campaign.

 

With PPC advertising, you bid on certain keywords and keyword phrases with the search engine or engines of your choosing. When someone uses that particular search engine to perform an Internet search on the keywords you have selected, your website will be brought up in the sponsored results rankings.  If someone clicks on your link, you will have to pay the search engine the agreed upon price.  If you bid £0.75, for example, you will have to pay £0.75 when your link is clicked.  The ranking of your site within the sponsored results, however, is determined by the amount of your bid.  Therefore, if you placed the highest bid, your site will be in the first position. 

 

Although implementing a PPC campaign can potentially be expensive, there are many benefits to this form of advertising.  First, since you can target specific keywords, you can be relatively certain that the web traffic being directed to your website consists of people who are interested in your product or services.  Second, after running a PPC campaign for a period of time, you can increase your natural search engine rankings if your site proves to be valuable to those who are visiting your site.

 

Analyzing Results

 

When it comes to search engine optimising, it is important to note that it is an ongoing process. In other words, you cannot simply create some content, set up a PPC campaign and then sit back and expect to get great results.  Rather, the success of the website and the PPC campaign must be continually monitored so the site can be tweaked as necessary.  Some factors that need to be analyzed include the number of visitors to the site, the number of click-throughs and the number of conversions.  Based on this data, changes can be made to the website or to the PPC campaign in order to achieve better results and to maximize the return of investment.