Search Engine Marketing

Alicia Laing giving the 'SEO is Easy' talk in Brisbane

What is search engine marketing?

Search engine marketing (SEM) is the process of promoting your website in search engines so that your website can be found when people are searching for the products or services you provide. Search engine marketing includes organic search marketing and paid advertising such as Google Ads ‘pay-per-click’ advertising (PPC). Search engine marketing is an effective means of attracting new leads to your business because it’s can fulfil both long term and short term goals. It’s particularly effective because search generally captures attention during the exploration phase of the customer journey when the potential customer is in the market and their intent is to make a purchase.

Search Engine Visibility

Our strategy for online marketing in Brisbane is simple and it works. Search engine marketing is one of the most cost effective methods for small business website promotion and the results are easily measured via web statistics such as Google Analytics. Search engine marketing targets potential clients right at the time they are actively looking to make a purchase so it delivers high conversion rates. Your website statistics can prove without a doubt, the effectiveness of your online marketing strategy. The following services are the basics for effective search engine marketing and are available as projects or packages. We’d love to talk to you about what we can achieve for your Brisbane business.

Web Site Appraisal

Find out how well your current web site is performing in search engines, and how effective your site is in key area’s such as site speed, visual design, accessibility, site structure and layout, search engine accessibility, keyword targeting, search engine saturation and more.

Keyword Research

We perform research to determine the most effective keywords and keyword phrases your web page should target online and provide an assessment of your online competition for those keywords. Google is all about relevance so it’s important to choose keywords that are relevant to your target market. If you try to target too braod a phrase you will require a lot more resources to compete. We look for highly relevant keyword phrases that we see will convert well.

Competitive Analysis

Once we know which keyword phrases are most elevant to your business and target market we can then review current search results to decide which one’s will be most effective given your online competition and budget for advertising and website marketing tasks.

Search Engine Optimisation

With known keywords and keyword phrases it’s now possible to optimise your web pages for these to ensure Google knows your website is relevance to the search phrases. This service includes updating of page titles, meta tags, alt attributes, modification of body text as required, additional internal linking as required. We also provide a report of the work we complete.

Search Console

If your website isn’t already in Google’s Search Console then we add the site. Search Console provides fantastic information to track your results online.

Build Your Profile

Attracting good quality links to your site from other relevant websites and getting social media mentions is key ongoing work to build visibility in the Google search engine. This is another aspect we can assist with once your website is optimised for search.

Web Statistics Reporting

Measure your online success with regular website statistics reports that tell you how effective your search engine marketing is. You can even view real time visitor actions on your website.

Digital Marketing Services

Creative Mode delivers expert digital marketing services in Brisbane to ensure you are visible and effective online.

Google Organic Search

Brisbane digital marketing manager Alicia Laing from Creative Mode

Organic Results

Google’s organic search results are the most trusted source out there. Probably because it’s not advertising. Websites that show up in the top results do so because they are relevant to the search phrase not because they paid for the position.

Google Search Position

There are basics to cover off that influence your position in Google search results. A seasoned SEO expert understands the nuanced implementation of these. After 18+ years, for us it’s second nature.

Unless your service is Australia-wide, targeting a broad and generic phrase will not be as relevant and you’ll end up paying for traffic you can’t actually service. Give us a call and we’ll happily explain further with examples relevant to your business.

The on-the-page content on your web site needs to be relevant to the search phrases you are targetting. If the search phrase isn’t on the page, Google won’t think it’s a good match for the search.

Websites need a specific navigation structure and content hierarchy similar to that of an academic paper. If you don’t have your page titles, headings, navigation and content links text properly formatted you won’t get a good result.

Fresh content keeps Google coming back regularly and will give your site a boost in the search engines.

It’s a popularity contest online. Do other sites think your site is good enough to link to? Every extra link is a vote of confidence that builds your profile online.

Security has been a signal that affects ranking since 2016. If you haven’t made the move to https it might be time to put together a plan for the move.

When social media sites link through to your content that’s another vote of confidence.

Google organic search plus a great website is a consistent lead funnel for small business owners. It’s not that difficult to get to the top of Google search and stay there but it does require regular attention and many business owners just don’t have the time or skill needed to take care of the regular digital marketing tasks that will keep you at the top. That’s why we’re here to help.

Search Engine Optimisation

Data from Google Analytics

What is search engine optimisation?

Search engine optimisation (SEO) is the process of ensuring Google can match your website to your targeted keyword phrases. More importantly it’s making sure search engines can understand your website so that you can match relevant searches and get found online. Search Engine Optimisation helps to increase your websites search engine visibility. An optimised website is easily understood by search engines and targeted towards the most relevant search terms used to find information like yours. The desired result ‘post-optimisation’ is an increase in the quality and number of referrals to your site from search engines.

Search Engine Visibility

When your website is well-built and optimised for search you are more likely to rank for searches that match your business.

How is a website optimised for search engines?

The results of research and careful planning will determine how your site is optimised. Search engine’s look at a number of key area’s to determine what your site is about. This includes page titles, meta tags (special code that is hidden from view), the written content and the overall structure of your sitewide navigation. This information helps to determine if your site should be included in search results and where it is placed within those results. Optimisation involves adjustment to these aspects of your web pages to ensure they clearly communicate the right information to search engines and are included in search results when they should be.

A critical part of optimisation is finding out which search terms are used by your target audience. (eg. do they look for ‘suit hire’ or ‘suit rental’?) The individual search terms are referred to as ‘Keywords’ (KW). Your Keywords are analysed and crafted into ‘Keyword Phrases’ (KWP) and these are applied to your sites visible (on the page) and hidden (code only) page attributes as part of the optimisation process.

Search Engine Results Position (SERP)

Many sites target similar Keyword Phrases. Your ‘Search Engine Position’ is where your website is placed within these search results.

Digital Marketing Services

Creative Mode delivers expert digital marketing services in Brisbane to ensure you are visible and effective online.