Search Engine Marketing
The goal of search engine marketing (SEM) is to make sure your website is visible to your prospective customers when they search for terms relevant to your products and services. Our search engine marketing services include both optimization of your website for good placement in "organic" (non-paid) listings and management of paid online advertising in search engines.
Search engine optimization (SEO) begins with search engine friendly design and copy. At the beginning of the development process we discuss your target audience including the way you would expect them to search for your services. Using this information we assist you in determining the most appropriate keyword phrases to help your site achieve maximum placement in the organic listings. We then build your site with search engines in mind — making sure that the structure of your website (navigation, page titles, meta tags, internal links and more) facilitates good ranking.
Since SEO is a complex discipline with many variables including the amount of competition for a given keyword or phrase and the intricacy and proprietary nature of search engine algorithms, no reputable agency will guarantee "top listings." We can assure you, however, that we will take great care to maximize your placement and will continue to work with you to improve your rankings. Our SEO services include:
- Keyword and keyphrase analysis
- Comparative research
- Website analysis
- Baseline rankings
- Title and meta-tag optimization
- Copywriting
- Redesign
- Submission to major search engines.
While everyone wants good placement in the "free" listings, we urge our clients not to overlook the opportunities presented by paid advertising on the search engines. Pay-per-click (PPC) advertising is contextual advertising, which means that your ad will be displayed to consumers searching for the keywords you choose to advertise. Most of the PPC networks (Google AdWords is the primary example) allow you to set a budget and bid for the amount you are willing to pay for each click. Your relative position in the paid listings is contingent upon the amount of your bid, relevance of your offer to the keyword and the quality and relevance of your "landing page." In addition to managing your online campaign, Taconic Marketing will work with you to refine your offer and to build a landing page which to maximize your exposure and provide your customers with the information they need to close the deal. Our SEM services include:
- Keyword and keyphrase research
- Defining an effective offer
- Writing effective ad copy
- Building an effective landing page
- Tracking the results of the campaign
- Recommendations for additional optimization.