TO DO:

If you are serious about making your website work for you, then review your last year's statistics. In particular, take a look at the evolution of the following indicators:

• Number of unique visitors/month
• Number of pages browsed/visit
• Average time/visit
• Sources of traffic
• Number and quality of keywords
• Number of people completing the contact form, downloading documents, etc.

If you are satisfied with the results then congratulate your web team.

Otherwise, create a plan to target some measureable results. Or, if you can't wait, then call WSI at 416.619.7769

 

 

 

Search Engine Marketing

For delivering more traffic to your website, Search Engine Marketing is hard to beat.

Generate qualified leads from buyers that are searching for your products or services using Google, Yahoo, MSN and others search engines or specialized online directories.

Search engines are the #1 method consumers use to find everything they're looking for online. Being listed and achieving a top rank on your industry's keywords can deliver a significant stream of prospects that are actively looking for the kinds of products or services you offer. Experienced sellers know that reaching a potential customer during the right phase of their buying cycle is key to converting interest into a sale. Search engines have the unique ability to connect with prospects at the exact moment they're researching a product or service to buy; they want to find your business... so make sure they can!

There are two ways to get listed as a result of a search query:

• Paid, Sponsored Search, also known as Pay per Click (PPC)
• FREE or Organic Search Engine Optimization (SEO)

Five reasons you need a Search Engine Marketing strategy:

- Build an ongoing stream of profitable traffic to your website
- Connect with customers when they're making a buying decision
- Maximize your ad spending by targeting only relevant keywords
- Most cost effective way of expanding your market
- If customers can't find you they'll find your competition

Sponsored Search Engine Advertising

Also Known as Pay per Click (PPC) or Pay for Performance

Pay-Per-Click advertising is the leading form of search engine marketing. It is the equivalent of a customer-seeking smart bomb. PPC allows you to reach consumers when they are actively searching for your products or services, sending qualified buyers straight to your business.
This is achieved by bidding on specific search terms, or keywords, people use to find things online ("Toronto flowers", "tubular steel", "women's shoes", "molded plastics Ontario", just to name a few of the countless possible terms businesses and consumers search on). Your ad will show whenever your search terms are used. When your ad is clicked on, you pay the nominal fee you bid for that search term.
PPC (also known as Pay for Performance advertising), allows for complete control of your costs because you only pay when your ad is clicked on. If your ad is displayed 1000 times and one person clicks on it, you only pay for one click!

WSI will research the keywords for your business that will deliver the most qualified visitor traffic to your website, as well as manage every aspect of your campaign. We'll also show you how to improve your website's conversion rate to turn more of your visitors into buyers.

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FREE Search Engine Traffic

Also known as Organic or Natural Search Engine Positioning

Search engine optimization (SEO) is the ability to improve the positioning of a company's website within the Search Engines (Google, Yahoo, MSN, etc.), as a result of queries regarding the type of product or services a company can provide within the geographical area this comapny can deliver those products or services. The objective is to increase the volume and quality of traffic to this web site from search engines via valid keywords.

As a marketing strategy for increasing a site's relevance, SEO considers how search algorithms work and what people search for. SEO efforts may involve a site's coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site. Other, more noticeable efforts may include adding unique content to a site, ensuring that content is easily indexed by search engine robots, and making the site more appealing to users. However the most important tool to optimize your site is to understand your product or service in order to highlight how this product or service is going to solve your end-customer problems.

WSI doesn't use fraudulent techniques, known as black hat SEO or spamdexing. Using link farms, gateways and keyword stuffing tends to harm the search engine user experience. Search engines look for sites that employ these techniques and may remove them from their indices.

The acronysm "SEO" can also refer to "search engine optimizers" or "Search Engine Optimization", terms adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web site development and design. The term "search engine friendly" may be used to describe web site designs, menus, content management systems, URLs, and shopping carts that are easy to optimize.

Why is search engine optimization important?

As explained in the "Being Found" section of our ABC's of Internet Success, ensuring customers can easily find your website when they're looking for it is a critical consideration not to be overlooked. According to VeriSign, over 1 million new Web addresses are registered every month - that's over 40,000 per day. How do consumers find their way through all these sites? The answer is search engines.

You've probably heard of Google, Yahoo!, MSN and others. These are the big players in the search engine business and millions upon millions of people use them every day to find everything from stock tips to sports cars. Google alone boasts over 200 million searches every day, and that number keeps on growing. Even if you've never thought about search engines before, these statistics illustrate how important it is for your website to be listed in them. But being listed isn't enough; you also need to achieve a high ranking in the search results to benefit from the considerable amount of traffic they can send to your website.
Have you ever wondered why some sites turn up at the top of any given search result while others are buried 10, 20 or 100 pages down?
There are specific techniques used when building a website that can determine whether or not a search engine can actually find the website to begin with, and then where it ranks that site in its database. These techniques are referred to as search engine optimization (often abbreviated as SEO) and are really quite complex. That's because searchers demand only the most relevant results from their searches, so the search engines are constantly changing and refining the way they capture and categorize content. It takes an SEO optimizatoin expert to understand this constantly evolving process and to implement the techniques that ensure a top ranking. WSI can offer these expert SEO services as part of your new Internet Marketing Solution, or as an upgrade to your existing website. Either way, this essential service will deliver more targeted traffic to your website, unlocking the full potential of your online presence.

Contact WSI to discuss a traffic (and profit!) generating SEO program for your website