Search Engine Marketing

A pre-requisite for any success in the search engine rankings is to have a clear understanding of your web site's objective, purpose and target audience. There are many different options to promote the web site and these are probably best staged, dealing with the highest priority of reviewing the current site’s search engine compatibility, following on with the ongoing promotion activities for the site.

Consultation Report and Site Review

Often, the first task is to effectively work alongside you to assist in the preparation of a full report, which will detail any technical or marketing tasks that need to be implemented to the site before the ongoing promotional actions can commence:

These will likely include the following:

  • Generation of both a HTML site map page and a XML site map
  • Instigate a review of the sites front end build to ensure that each page is appropriately optimised for the major search engines and is compatible with the current W3C standards
  • Correct use of content attributes and site structure, such as page headings, ALT tags, page titles, authority pages etc
  • Review of any possible usability or accessibility issues
  • Creation of custom 404 error pages
  • Implement 301 redirect where appropriate for previously indexed pages thus ensuring consistency for any existing site/page links
  • Review of current robot.txt if any
  • Inclusion of breadcrumb trail and footer navigation
  • Suggestions for regular e-marketing campaigns, blogs, RSS news feeds

Natural and PPC Promotion Activities

The second task normally outlines a series of different promotional activities that Spira will undertake:

  • Review current keyword density for typical search terms within the site
  • Ensuring the actual site content is well written, and updated regularly
  • Reviewing current placements and SERP (Search Engine Results Pages) for your site and its associated services
  • Review existing statistical information that has been gathered through any existing tracking tools, web stat tools (Google Analytics)
  • Review all of your meta keywords, meta descriptions and page titles to ensure that they are relevant and can be appropriately indexed by the search engines
  • Support in the implementation of site promotion by conducting effective competitive analysis of other similar business
  • Suggest a definitive series of keyword search terms which can be used within the site content, meta data and any PPC campaigns
  • Search Engine Submissions (Google, Yahoo, MSN, ASK)
  • XML site map submission
  • Link building campaign using reciprocal linking and registrations on relevant hospitality directories 
  • Provide support and consultancy throughout the project to achieve the best compromise between capability/results and budget/timeframes for the solution

PPC (Pay per Click) Creation

Spira can then work with you to focus on the creation and implementation of the final keyword search phrases into Pay per Click (PPC) advertising programmes. Initially this will often just be Google but it can be implemented into Yahoo Search Marketing (recommended) and MSN adCenter if requested. If there are further programmes that would need to be included as part of this second phase then please inform us, and this proposal will be updated accordingly.

Spira is often responsible for the initial set up of these programmes, ensuring that the information implemented is consistent throughout. Once the accounts and their subsequent keywords have been approved an appropriate budget will be allocated to each programme. You will ultimately be responsible for the continual management of each of these programmes in terms of the creation/removal of keywords, generating statistical reports and monitoring the ongoing budgets.

If you require additional support to manage the advertising programmes, Spira can provide several hours support per fortnight/month (TBD) to manage all of the accounts and track any statistical data via a maintenance agreement. Even if Spira does not undertake this activity we would recommend that you closely monitor each accounts growth, as this is an organic form of advertising, which of course, is reactive to the keywords users are using to perform their searches.

In our experience Google Adwords is the best programme to start with; having already performed comparisons against other programmes. However, there are some distinct advantages with using Yahoo Search Marketing and MSN as these programmes are fairly new so they have far less advertisers than Google and therefore the bid prices are still quite low in almost every category. MSN adCenter has also proven to sustain conversion rates in the same range as Google and Yahoo, often times higher in certain categories.




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