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Why spend money building a website if nobody knows it exists?
A major problem is the belief that just by building a website it will be found by search engines. Certainly a well constructed and up to date site has a good chance of being picked up and scoring well, but if you do not actively promote and optimise search engine positioning will largely be down to chance. Having invested in a website many people view SEO as a logical next step to realise the value of that investment.
Internet use continues to grow daily by thousands of new users.
If you cannot be found via the Search Engines, then the thousands of new users on the Internet daily cannot find you either. Meaning you could miss out on the new business your competitors are getting.
Cost effective media and most popular behind Television and Radio
A recent I.A.B. (Interactive Advertising Bureau) report stated that the Internet is the third most popular media behind the big two of Television and Radio. However, unlike Radio and Television it is much more cost effective, giving SME a golden opportunity to take their part of the market along with the larger and more established brands.
Top ten is a key position
A study by the Interactive Advertising Bureau (IAB) indicated that 85% of all web spend went to the top 20 sites listed on search engines - with 94% going to the top 10! If your site isn’t in the top 10 then it is likely that your competition are getting much more of the traffic than you are.
Professional Search engine optimisation will help your site achieve its potential
There are many SEO companies out their offering ‘unbelievable’ deals for small investments. Like any product you pay for what you get. Professional SEO companies like Neo Optic offer a bespoke service styled to your targets and budget levels. As the old saying goes “Buy it cheap pay twice”
Example: How consumers find products to purchase online
Search is the best way for customers to find your Web site because they are actively looking for your products and services. This also means that the customers coming to your site are highly targeted and motivated to buy.
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Most of the top search engines require an annual fee just to ensure a listing.
Only a small selection of search engines still offer free submission for listing and these are not guaranteed. Most now require an annual charge for you to be listed. The costs of these can vary from £50.00 to £800.00. We can recommend which (if any) best suit your requirements and budget.
Search engines send out small ‘robots’ called spiders to visit website’s, review your content and add the details to website database.
When an individual searches a search engine they type in keywords and the search engine looks in its database to find relevant content via its database of websites and returns the listing you see. To help make the searches as relevant to the user as possible, they all use their own sets of algorithms (criteria which change constantly) to choose whether the website is relevant to present to a user search or not. Professional SEO can make your site relevant.
Not a one off activity, it has to be ongoing monthly to be effective.
Research, reporting, monitoring and a pro-active approach are key elements to a successful SEO campaign. Simply optimising your website then hoping it will stay in the position achieved are unrealistic. As mentioned above the Search Engines use algorithms to rank sites, and if this is updated your site could drop out of the listings. Monthly SEO activity can help to avoid this problem by constant adjusting your site to match these changes.
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There are a number of issues that are associated with SEO that are important to bear in mind when making a decision to go down purchase the service:
• SEO can be expensive for a professional service
The principal consideration for an SEO programme is cost - to do it effectively will take the dedicated time of a specialist new media consultant who has a deep knowledge and experience of the ‘science of search engines’.
• Cheap options are available for companies not serious about success
Whilst professional SEO is expensive it will help your site achieve its potential . Whilst there are companies who claim to offer amazing SEO results for small investments, our recommendation is that buying cheap can often mean that you will end up paying twice! Like any product you get what you pay for and a good SEO provider will be able to offer a bespoke service styled to your targets and budget levels.
• SEO is not a one off activity, it has to be ongoing on a monthly basis to be effective
Whilst a one off spend to optimise your site can yield some initial yield results, it is unlikely to be truly effective. The very nature of true SEO is that for it to be effective it needs to be an ongoing process. Results are not always instant and the activity must be kept up.
• Effective research, reporting and monitoring are key elements
Because of the very nature of SEO it is vital that effective research, reporting and monitoring are all included in the service that you buy as this will ensure that your investment is managed, controlled and constantly evaluated to ensure it is achieving the results you want.
• Targets set must be realistic and achievable
It is vital, we believe to consider at outset the benefits that SEO can bring your organisation before entering into agreements for an ongoing service. A good SEO service will establish with you at outset what is realistic and achievable.
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1. Keyterm searched
by Internet user
2 .Sponsored Results (pay per click listings)
3. Organic results (from search engine database)
The bold text within the search results is the Search engine or Directory (in this case Yahoo!) highlighting the Internet users keyterm selection
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Below are an example of key terms we reserched for Visitnorfolk.co.uk - we were looking into which key terms people were searching for to find information about Norfolk. Below are the results, so we made sure that Meta Data and page content reflected these key terms to ensure high Search Engine Position.
It clearly shows how diverse the selection is and only with clever use of these terms within your website can you have a chance of achieving success for your website.
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| Example Key Term |
Search Levels |
| norfolk |
5535 |
| broads norfolk |
4075 |
| board norfolk tourist |
663 |
| information norfolk tourist |
595 |
| norwich norfolk |
302 |
| norfolk tourism |
213 |
In this case we have achieved 2nd in google.co.uk for the search term 'norfolk'!
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Because of the complexity, and sheer number of variables involved in undertaking SEO, the first step in approaching this area should be a SEO Feasibility Audit.
This critical stage is important to enable you to understand in detail, whether (and what) SEO can achieve for you and the likely costs. Importantly it will also enable us to analyse your site and its current position so that we can recommend a suitable approach to achieving your objectives
Having completed the feasibility audit, we will make our recommendations of the next step.
For some for some clients their budgets, or website itself, may suit a one-off service known as a SEO Introduction. Whilst less likely to have long terms impact it will ensure your website is in good shape to be picked up by search engines.
To ensure optimum benefits from SEO the recommended approach will usually involve signing up for a monthly managed service. The level of this service (we offer four levels) will depend on your goals, budget and other requirements.
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