Website Tools for Public Relations & Marketing
Increase Website Traffic from Search Engines - Through SEO
Search Engine Optimisation (SEO) means higher volumes of quality visitor traffic coming to your website. More traffic comes from higher listings in organic search engine results.
By raising your website listing in search results for keywords relevant to the product, service, or activities of your organisation, you can:
- Increase the amount of traffic to your organisation’s website.
- Improve the targeting of website traffic by helping searchers find content relevant to their search, on your website - content that actually is of interest to them.
- Raise the profile of your organisation as an authority on matters related to your area of expertise.
- Proactively counter any “negative press” that may relate to your areas of interest, concern, or expertise, by positively addressing these potential issues with relevant content on your website, even before they occur. In so doing, when troubles arise and web searches are inevitably made, your website already has a firm foothold.
We Help Corporates Reach Page 1 of Search Engines
Our experience in search engine optimisation means we’ve come to specialise in assisting large companies - those that are a leader in their field. The nature of search listing policies by search engines means even large companies can have trouble attaining a prominent search result position.
A good search listing is not about how big you are, but how committed you are to delivering relevant information to the online community - your potential market.
You probably list well when you search for your own company name, but how well do these results translate to other search terms?
Think of key words and phrases that relate to your industry:
- products or services you or your direct competitors provide e.g. wind farms, clean energy etc.
- products or services of indirect competitors e.g. nuclear energy, solar power etc.
Test your keywords and phrases in a search engine and see if your website appears on the first 3 to 5 pages of search results. If not, there’s work to be done!
We can help your website have the impact you want.
Use SEO with Your Public Relations Effort
Media Campaigns with Search Engine Marketing (SEM)
Effective internet-based promotion should be an integral part of every media campaign. You should be able to answer these questions from a position of knowledge:
- Are there geographic locations you want to specifically target with your message and/or ones you’d rather didn’t have access? How can this be done?
- Where does our target market go online for their news and opinion? How can you find out?
- How can you identify and address surfacing issues, before they break on mainstream media?
Search engine marketing is the process of using search engine behaviour to your advantage.
Alternatively, as a website owner, you may also be interested in pay-per-click (PPC) advertising.
Search Engine Listings and Crisis Management
In a crisis, telescope the time it takes for your media release or new website content to be picked up by search engines. Smart planning can reduce the time between uploading your media release or content, and when it becomes indexed by the major search engines.
Once your website is set-up, the responsibility of maximising search engine exposure lies with your content editors, who ultimately control much of how a search engine reads your website.
We can assist with developing a pre-emptive crisis management plan.
Start SEO when You Develop Your Website
You gain maximum impact if SEO is worked it into your online strategy BEFORE a single line of website code has been written.
However, you can put good SEO techniques into practice at any time! If you have an existing website there are many ways to make positive changes which can have a big impact. We can help with coding modifications, but more importantly, help with optimising your existing website content and putting a process in place for optimisation of future content creation.
We don’t want to get too technical, but we can review and recommend:
- The efficient and optimised management of page content, specifically in relation to page linking, page naming, and hierarchical structures;
- How your home page is designed, in relation to both VISUAL and CODING elements;
- How your website meta data is managed and the form it should take; and
- The use of optimised naming conventions for individual page addresses (URLs)
You need to ensure a visiting search engine can read your site in a way that facilitates proper page indexing in the search engine’s database. This is the first step to an optimised web site. Some factors affect the end-user experience as well - compact code means faster page load and rendering, sitemaps are useful to find a particular page etc.
The Final Word on How SEO/SEM can help your Company
By undertaking search engine optimisation and marketing services, you benefit from:
- Higher hits to their website from search engines
- Faster, more effective issues and crisis management - through faster indexing of your website and any new content by search engines;
- Capability to counteract any negative publicity, either in the mass media or on a personal blog, in a much shorter time frame
- Being able to position yourself as a leading edge organisation, with an understanding of new media opportunities
Find out how we can help you deliver “Web 3.0″ public relations services for your customers.