As the recession continues to bite it’s more important than ever that your website has the edge over your competitors – but where do you start? Most business owners appreciate the need for Search Engine Optimisation but hear a lot of horror stories about ‘cowboy’ SEO companies, a bit like the double glazing trade 20 years ago.

Of course there are no guarantees with SEO, we are all at the mercy of Google and you should always be wary of companies promising the earth e.g. “We guarantee the Number 1 spot on Google”. At LandingNet we prefer to take a slightly different approach and prefer to empower the companies we deal with so that they can learn SEO techniques that are tailored to their website and business needs.

We analyse your site and then use the information to show you, on a one-to-one basis, how you can improve your search engine rankings. We look at all aspects of search engine marketing including SEO, Google Adwords (PPC), Usability, Accessibility, Page Speed, Google Analytics etc. The package is completely bespoke and tailored to your needs. Working with you on your website, demonstrating the tools and skills you need to run a successful website.

We can also help you secure funding making it a very cost effective solution to your SEO needs. There are schemes still available to receive funding towards such training, which will mean you can receive £1,500 of training/consultancy and only pay £500 yourself.

If you like more information on our tailored website marketing training and consultancy, or would like to learn more about your options to receive funding or grants, please contact us.

An Overview of our Pay Per Click Management Process

Quick 5-Step Guide

• Discuss your goals and objectives with us
• We research potential search terms and analyse the most suitable search engines
• You provide us with feedback on the suitability of these search terms
• We create the campaigns and produce the ad copy
• Constant monitoring, adjustments and reporting

Preparation

Initial Meeting: We will arrange a meeting with you to discuss your goals and objectives. We will also discuss the target search terms that you would like to appear for.

Keyword Research: LandingNet will do extensive research into the search terms discussed in the initial meeting, then expand them using bespoke in-house technology, and send this list to you for approval.

Opening and Linking Accounts

All New Accounts: We can assist you, or open accounts on your behalf with the major search engine platforms, Google, Yahoo and MSN. We may need some details from you to do this, which can be discussed at any point.

Existing AdWords Account: If you have an existing Google AdWords account we can link your account to our Client Centre. We will ask you to provide us with your customer ID, which is located in the top right corner of the page once you have logged in. We will then send you a request through the AdWords system so the next time you log in it will ask you if you would like LandingNet Ltd to manage your accounts. At this point you select “Yes” and we have access to your account and can continue with our progress.

Existing MSN and Yahoo Accounts: These search platforms do not support agency management at present, so if you already have a campaign with either of these, you will need to provide us with your existing login details.

Implementation

Create Campaigns: We split the search terms into related ad groups so we can write the ad copy specifically for these terms. Once these have been set up we set the bids for each term accordingly.

Monitor and Adjust: We continually monitor and make adjustments to your campaign to maximise the return on investment. This includes re-writing ad copy, adjusting bids; day parting, geo-targeting and making suggested landing page changes.

Reports

Reporting: Every month we will send you a detailed report on how well your campaigns are performing, how we plan to improve it and make other suggestions based on your campaign history.

If You Already Have An Existing AdWords Account

Once we swap over to the LandingNet campaign you may see some changes with your traffic and enquiries. Initially Google will see our campaign as a new campaign and it takes a few days to build up some historical data with them. We may see ads showing periodically, in slightly lower positions for a short period of time, but this will change once the data has been built up over a few days.

Jargon Buster

Targeted Search Terms – These are the words people type into the search engine to try and find what they are looking for.

Impressions – Each impression represents a single showing of one of your ads.

Day-Parting – This is when we are able to select certain times of the day to display your ads. If you only want them displayed 9am-5pm, no problem, just let us know.

Geo-Targeting – We are able to target specific countries and make sure your ad is not displayed in the wrong country for your service.

Landing Page – This is the page where we send the visitor after they click on your ad.

It’s easy to the think of your “Thank You” pages as being the final resting place of website visitors after a well-executed online marketing strategy, but sadly this isn’t the case.

Actually, I shouldn’t use the word “sadly” as it opens up a whole host of new options for those keen to engage their online customers. Rather than saying thanks and holding the door open for them as they leave your virtual shopping area, we should be focusing on:

• Strengthening the relationship
  

  Don't Let Customers Just Walk Away

• Encouraging them to buy more
• Suggesting they sign up for future offers
• Giving them special treatment
• Pointing them to complimentary services

Think of it as the start of a beautiful friendship! No doubt, you’ve worked darn hard to get them to that stage, so don’t go doing anything that might allow them to stray to a competitor website now.

Tweet Me | Like Me | Recommend Me

Start with a simple Quick-Win of integrating your Social Media accounts – suggest users sign up to your Facebook profile, Twitter profile or connect with your business via LinkedIn for mutually beneficial online business networking opportunities.

Dont ask for loads more personal information so that you can bloat your customer database with little demographics that will never get used but if you can get them to click a button to support your Social Media marketing campaign, then go for it!

No Such Thing As A Free Lunch

But you can give away free PDF guides or Wedinars as a final “Thank You”.

Avoid generic Thank You pages, tailor different customer journeys and purchases to make the customer feel like they have been genuinely assisted through the process.

Remember to try it, test it, improve it and never rest on your laurels (they chafe on the butt-ocks!)