Search Marketing

What is Search Marketing?

Search marketing describes the activities that can be performed to get your website found via search engines. These include Search Engine Optimisation (SEO), Pay Per Click advertising (PPC) and link building.

How Search Engine Optimisation (SEO) works

SEO is about making changes to your website and its content to make it appear higher in the search engine results for the words people would use to find your business, product or service. Google currently dominates the UK search market with nearly 90% market share so optimising your website to be found by Google is essential. SEO can take a few months before it delivers but once your pages are ranked in the search results their positions can be maintained with less effort.

Our SEO services include:

  • Initial free meeting to understand situation and goals
  • Keyword research
  • Website audit and recommendations
  • Site structure, technology and content optimisation
  • Measurement and review
  • SEO training

 An initial website search engine optimisation is included in our website design and development service. However to keep your website visible in the search engine results we strongly recommend you update it regularly with search optimised content (see our content marketing services). Driving traffic from search engines to your website is no use unless your website is designed to convert visitors into business. This is where conversion rate optimisation can help.

How Pay Per Click Advertising (PPC) works

Search engines display adverts above and to the side of their organic search results. Adverts are targeted to only appear for certain keyword searches and, as its name suggests, you only pay when someone clicks on your advert. Google Adwords is the most popular PPC ad platform. Unlike SEO, PPC can begin to deliver visitors to your website instantly. PPC campaigns need to be carefully managed as it is easy to waste money on the wrong keywords.

Our PPC services include:

  • Initial free meeting to understand situation and goals
  • Keyword research
  • Website audit and recommendations
  • Campaign creation and managent
  • Measurement and review
  • PPC training

As with SEO, driving traffic from search engines to your website is no use unless your website is designed to convert visitors into business. This is where conversion rate optimisation can help.

How Link Building worked

Link building was a process where you actively found and placed links from ‘relevant high-quality’ websites to your own. Prior to May 2013 this activity was Google’s recommended advice to improve your website’s position in its search rankings. Over the years link building has been abused to such as extent that Google now recommends you create ‘high-quality sites that users will want to use and share.’ This change is advice reveals a subtle but crucial difference. Mass link building campaigns is detectable and now viewed by the search engines as an inauthentic technique. Instead search engines value ‘authentic linking’ of valuable content across social media, blogs and the like. For this reason we don’t recommend mass link building campaigns but suggest this activity is replaced by content marketing and social media marketing.

Why should I be doing Search Marketing?

Using a combination of SEO and PPC can deliver a steady stream of visitors to your website. Each method can be measured and adjusted to improve its return on investment. Businesses who haven’t done search marketing before can start with PPC while waiting for SEO to make a more long lasting contribution. Search marketing is best undertaken as part of an integrated marketing strategy.

Why Cognique should do my Search Marketing

We have been successfully working with clients across a wide range of sectors on both SEO and PPC since 2003.

How long will it take, how much will it cost?

Depending on your needs SEO can take a few days or weeks to undertake. In any case it may take up to 3 months for the results to begin to appear. For this reason we recommend an initial project followed by a review and further recommendations as required. In contrast we can create your PPC campaign in a few days and results are almost immediate. Your business is unique so our search marketing service will be tailored to suit your needs. After an initial free meeting we’ll give you a fixed quote to match your needs.

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 “We have been really pleased with the work they have done”Kevin BondSomerlap Forest Products