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Web Search & Marketing Newsletter - January 2016

This is the first issue of our newsletter for 2016 and so we'd like to wish you a happy and prosperous year ahead.

The start of a new year is usually a good time to review what's been and to plan for what's to come, and so we'd like to contribute to this process with a review of best practice for search engine marketing.

From our regular client management as well as training courses we run, there are some key essentials required - what we'd suggest are the '3 pillars' of any website marketing activity using search engines (and in particular, Google).

We've outlined below some of the key things that you should have in place, or be considering as part of your online marketing activity, and why they are important for your business.

You can read more below, or you can also browse through previous editions of the newsletter, either by month or by subject. You can also follow us on Facebook or LinkedIn, as well as our occasional updates on Twitter.

On to this month's edition...

SEO Essentials for a Website

Every website should have the basics for SEO search engine optimisation in place, particularly as there are many things that can be controlled by the website owner and implemented reasonably easily.

Although some search markets can be very competitive and challenging, having a good SEO structure will enable a website to maximise the opportunities to rank on the first page of results for as many terms as possible. So, the key things to consider are:


Paid Search Marketing Objectives

Using paid search ads is always an option for websites to improve or expand their coverage in the search results and to target core search terms to drive more visits to a website. However, whether it's Google AdWords, Bing Ads, or another form of paid advertising, every business should have an objective for the ad spend, and a way of measuring that.

Paid search advertising can be a very cost effective way of getting interested prospects onto a website, and it can become one of the primary sources of traffic for a website. However, it can also be an expensive exercise, especially in markets that are seeing more advertisers bid on terms, so having clear objectives and a way to measure them is essential, such as:


Insights from Google Analytics

The third essential element for any search marketing campaign is to understand what's happening, both with the quality of visitors coming to the site, but also how the website performs in converting these visitors to the required conversion objectives.

Any website analytics package would be good for this, but as most websites use Google Analytics these days (and it is an excellent free tool for this purpose) then we are covering the use of this here. Some of the main reports and tools to use would be:


We hope you find the above summaries useful and a good checklist to compare how your search engine marketing is set up ready for 2016. If you're not using some of these options, but should, please get them ready as some of the main cornerstones for the coming year to help give your online business a greater advantage.

And, as usual, if you have any questions or need help with any of these items, please contact us now for further information.


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