Ecce Media adopt a cautious approach to search engine optimisation (also known as search engine visibility) to ensure that the websites we develop will deliver the highest possible volume of targeted visitors via the natural listing in the search engines.
Successful SEO of a website for the natural search listings requires a number of on-site elements to be considered. Most of these are related to the way the website is constructed and the information contained on each page. This optimisation occurs naturally during the site build and population; however, it may be necessary to review some elements of the website after construction is completed.
Each page is written with search engine natural listings in mind. Ecce Media can help balance the keyword density (for the search engines) with the readability and meaning (for the website visitors).
Successful Website Optimisation results in:
Website traffic analytics code is installed on every page of the website and monitored on a regular basis to gauge the visibility and success of the search engine optimisation activity.
Ecce Media provide expert paid search account management with focus on delivering the maximum number of qualified visitors within a fixed monthly budget.
To obtain the best possible value; the budget is targeted at the less competitive niche phrases on areas and services highlighted to provide a stronger return, with a smaller percentage targeted at more widely used search phrases. By encompassing these elements the statistics reveal which phrases are providing the best return and can indicate where alterations will improve conversions.
A pay per click campaign (PPC) provides opportunity to leverage a wider range of phrases as it isn’t always as necessary for the website to heavily feature the keywords included as it is with a natural search campaign. When researching and selecting target search phrases, Ecce Media will base the selection process on both relevancy of phrase and also whether the term is likely to produce a visitor directly interested in the products available.
There is no one rule to follow when trying to find the most effective position for an advert. Whilst position #3 is reasonably high and will attract a lower cost-per-click than #1; it is not always the position which will deliver the highest cost-per-conversion. For a specific phrase that is highly relevant to a target product, it can make more sense to target #1 or #2 to capture the higher volume of visitors then have a strong chance of conversion. For a more generic, competitive phrase where there is less guarantee of conversion, a lower position around #6 - #10 may provide a better ROI.
PPC account management offers the ability to create a number of different adverts for each ad group or campaign. It is also possible to set the adverts on rotation to monitor the most successful advert.
Ecce Media will create a variety of adverts that take into account what competing adverts show so as to stand out as much as possible for different phrases. Adverts which have a strong return may be implemented across the whole campaign.
Best practises are followed when setting up adverts on behalf of the client. From experience and the accepted standards indicate the following factors should be considered:
Conversion tracking codes are implemented on the website to reveal (better understand) which search phrases produce enquiries.
Whilst useful, this information cannot be relied upon implicitly as many conversions will be via telephone enquiries which do not go through the system.
Ecce Media provide regular on-going maintenance of the campaigns including:
