Project process | Weboptim
The complexity and interconnectedness of online marketing elements requires that they are treated as a whole. The elements are interdependent, yet closely related. The first step in the process is to assess the market space in which you will be present.
Google AdWords campaign management
The Google AdWords advertising system provides businesses with immediate and cost-effective exposure. The average click-through rate for AdWords search ads in the first position is nearly 8%:
Keyword research / target group definition
With Google Adwords advertising, we can reach our target groups in several ways. There are options keyword-based appearances on the Google search interface, and so-called content network to appear on partner websites. Getting the keywords right is a very important part of the process, as it determines whether you can reach the right group of people effectively. The selection, filtering and classification of keywords takes place during this phase.
Create / test ads (creatives)
The selected keywords are grouped together to create the right messages, display ad content and creative. These will then be tested and, depending on the test results, may remain in the campaign depending on performance. A competing ad copy is part of the process. In fact, it is the users who will decide which ads "win" their favour and which ones will convert.
Campaign settings tailored to the target group
Campaigns can be targeted very precisely, depending on who you want to reach. There is the possibility to linguistic, regional and according to interest for targeting where appropriate. These settings give you the option to focus on groups separately, depending on where you can reach them. Here, you can allow or disallow websites according to their effectiveness.
Campaign optimisation
A key feature of a well-optimised campaign is that it delivers more than it costs. Optimisation itself ongoing an activity that builds on extracted data to improve campaign performance and increase effectiveness. Optimisation also involves, where necessary, the creation of new ad groups, new messages and even new landing pages to which users are directed. But of course this also includes reorganising underperforming ads.
The conversion tracking
Conversion is the process by which the general website visitor valuable to visit we shape. Conversions can be as simple as entering an email address, accessing a contact page or logging in/requesting a quote online. Tracking conversions is therefore very important to achieve profitability. We measure this at every possible point during our campaigns and tailor our campaigns accordingly.
Reporting
With Adwords reports you can analyse the the performance of campaigns, and the effectiveness of individual campaigns and ads can be compared. The analysis can be used to make strategic recommendations for the future.
On-Page SEO - search engine optimisation of your website
Search engine optimisation takes 2 main forms: on-page and off-page optimisation. The main parts of on-page optimisation are
Keyword research
Choosing the right keywords is very important for success online. During keyword research, we collect all the keywords that potential visitors/buyers. There are several ways to do this. In this step, the keywords are also evaluated according to specific criteria.
Sitespeed audit
Website load time is a key aspect of the user experience. If a page loads too slowly, a significant proportion of visitors may turn back without waiting for the page to load. Load time is affected by a number of factors, primarily programming. During a site speed audit per browser, per device and per page we can check the speeds and make suggestions for problem areas as required.
Setting metadata
Meta tags are data that are not always seen by the user, but are used by search engines to determine Google rankings. The most well-known tags are title, a description and the keywords, but you can also set up a number of other tags. When defining these, some basic rules should be followed, but by setting the meta options correctly, you can improve your search engine ranking.
A/B testing
Low traffic or low conversion rates are often a problem for websites, so it is worth running different tests at regular intervals. A/B testing is an effective way of finding out which version of your website has been the most popular with visitors, which has proved to be the most effective and which has not. the most effective. The more variations we make, the more likely we are to find the best solution.
Content marketing
A quality, relevant and constantly updated Website content is one of the most important SEO aspects. If you want your website to rank well in organic searches, you need to provide users with content that interests them. There are many aspects to consider when creating content, as inappropriate content can lead to harmful consequences.
Duplicate content
Duplicate content is when the same content is several places occurs, either within a website or on different websites on the Internet. Google has difficulty deciding which content to rank, so it is often the website containing the original article that suffers the penalty. It is therefore important to check the content and modify/remove the text in case of duplication.
Link building - an important element of off-page SEO
Link building is a key element of search marketing. It's best to leave it to a professional to develop a strategy, as using the wrong methods can cause damage that is very difficult to undo later. There are several methods of link building, but their importance may be affected by changes in Google's algorithms. A quality and relevant links use is now a criterion. Main elements:
Basic link building
The traditional link building strategy includes registration to link libraries. However, the link pricing method now plays only a minor role in determining search rankings. It is mainly used for brand building.
Blog forum
A newer method of link building is blog and forum posts Use of. However, Google is aware of the reason for links in posts, so a well thought-out strategy should be followed when building links in this way. It has no direct impact on the ranking of the website, its importance lies more in the nofollow attribute.
PR articles
PR articles are texts about a company or product/service that are written to promote it online. Strong inbound links to the website, using links in the text. Writing these types of articles is often not an easy task, but they play a vital role in the success of search engine optimisation.
Image sharing sites
There are countless photo-sharing sites (e.g. pinterest, flickr) on the web. If you have quality images of your products, you can gain valuable links and therefore visitors or customers by posting on these sites.
Broken links
Almost most websites have a broken link. This problem can occur on within page links, and the from outside links. It's important to check links at regular intervals, as a broken link can lose valuable visitors to the website and also diminish the trust value of the site, which can affect organic rankings.
Analyses
Search engine optimisation is an integral part of the various analyses. These can be used to assess competitors, determine the strengths and weaknesses of a website, and understand user behaviour. The problem areas identified in these analyses can help you to strengthen your online presence.
Website ergonomic analysis
The website ergonomic analysis includes a complex review of the website, testing all features in detail. The analysis includes functional beyond the mistakes that may come to light programming or other problems. We will then analyse the weaknesses of the site and suggest ways to address them - to maximise revenue growth.
Competitive analysis
The competitor analysis gives you an idea of the position of the website on the Internet in relation to the compared to competing websites. It helps to identify points where competitors have a significant advantage. The analysis includes keywords, brand strengths, link structures. Based on this information, we can make suggestions on how to make the website more effective in search engines.
Online competitive space analysis
A more complex form of competitive analysis. Its main aim is to assess the strengths/weaknesses, a SEO and Adwords activity in the specified market space, user behaviour and site usage trends, and brand and social the evolution of presence. The data is modelled using graphs and other visual methods to provide a clear and easier to understand picture. Based on the competitive analysis, we can make strategic recommendations, on request, to make your website even more successful.
Analytics analyses
Using the Google Analytics statistics system complex analyses can be made from the website. Among other things, you can see where the visitors came from, what activities they carried out on the website, what the conversion rate was, etc. But you can also get precise information about the performance of different campaigns. These analyses are a good representation of website performance and easily reveal significant errors.
3D model
3D models can be used to provide important context visual representation of. It can be used to determine which are the most important players in the online space, which are the most valuable websites in Google's eyes. But we can also model the link structure of each player, broken down by different parameters.
Link profile analysis
The link profile contains the links that are currently linked to our website. Websites often have undesirable or over-optimised links that can have a detrimental effect on tomorrow. The analysis can be used to identify Broken, or penalised links, and you can also recognise the untapped opportunities. But it also provides an opportunity to examine link building strategies within the industry.
SEO analysis
The SEO analysis aims to assess the the optimisation status of the website. It covers meta settings, website content, site speed, inbound links. Based on the results, we make recommendations to improve the structure of the website or even the level of online presence. It is often the case that correcting an incorrect setting will improve the ranking of your site, which is why it is important to carry out an SEO analysis every few months.
Social marketing
The most important feature of social media marketing is two-way communication: share something and then monitor the user reactions. The advantage is that you can reach a global audience relatively cheaply or even for free.
Facebook profile
Facebook is the largest social networking platform today, as evidenced by the fact that there are 1.23 billion Facebook users worldwide and more than half of them visit the site every day.
A corporate identity on Facebook is now essential. Almost all companies have a Facebook page where they inform their fans about promotions, information and sometimes games. The primary goal of Facebook profile building is to attract new fans and retain existing fans. To do this, however, you need to give them something to get them interested.
Facebook strategy
For effective Facebook communication, you should have a Content and sharing strategy work out. Facebook can boost search engine optimisation at several points, but shares do not directly improve organic rankings, but the signals generated are indirectly taken into account by Google.
Facebook ads
Facebook own, click-based advertising system has. With the right settings, it can achieve almost the same CTR as Adwords ads. As social media has a very strong influence, it can also provide significant results for brand building or sales boosting in the short or longer term, by defining the right ad copy and targeting.
Youtube
YouTube is the world's largest video-sharing portal and the second largest search engine after Google. The benefits of video marketing include high click-through rate. People like to watch videos on the internet, whether they are looking for something in particular or just browsing the web aimlessly. If they have already clicked on our video, we can redirect them to our website with a click. By creating your own YouTube channel, you can upload videos and have them appear in Google search.
Summary
Internet marketing can help us achieve spectacular results for business, but to be successful, we need people to find what they are looking for, and to do that, we need to be present online.
But one service is not enough to succeed. Effective online marketing requires a well thought-out and complex strategy.