Marketing your website or your digital presence requires an understanding of how the Internet works and what drives traffic. Some of the most significant traffic drivers on the Internet are Search Engines. Search Engines are actually repositories of information. They regularly trawl through the highways, the super highways, the lanes, the bylanes, the gullies and the nooks and corners of the web and archive all the information that they pass through on their gigantic databases.
These databases are overlaid by superb search facilities. This is what – a search interface - is presented to you when you visit a search engine. So, when you search using a search facility like Google, Yahoo or Bing you will be presented with pages of results. Most people do not have the patience to look beyond the first page. So, it's important for you that your product or service or information feature in this first page.
How do you go about getting yourself up on to the first page? There are two approaches that you can take and Wise Nestor can help you come up the page rankings using either or both of the approaches.
Search Engine Optimization (SEO)
SEO is the process of increasing traffic to a website by helping it rank higher in a search engine's search results (non-paid or “organic”). Search engines want to show the most relevant and the highest quality web pages that will satisfy a searcher. To do this, they look at a number of factors to determine a site's relevance to a search query.
Some of these factors are woven into the fabric of the website ("on-page" factors). Others are trust signals based on links from other, reputable sites and social media engagement. Of course, no one knows precisely what the factors are or how they are weighted to determine the search results for a given keyword or query.
Wise Nestor will help you devise an SEO methodology involving making the right strategic, structural and content choices that will not just SEO-optimize your site but also transform it into a quality site that attracts links naturally and is actually worthy of high ranking.
The Wise Nestor formula for digital marketing success = SEO in abundance + well-devised PPC!!
Pay per Click (PPC) advertising
With PPC, also known as Paid Search or Search Engine Marketing, you bid on the keyphrases you believe your customers would type in the search bar when looking for your products or services. If you are selling microwave ovens, you would bid for the keyphrase “microwave oven” hoping a user would type these words in the search engine, see your ad, click on it and buy a microwave oven from you. These ads are called sponsored ads and appear next to the natural results on a search page. You pay for the ad only when a user clicks on it.
Wise Nestor will help you select keyphrases appropriate to your business, help you through the bidding process and craft and place ads that extend your marketing reach cost-effectively. We will also help you launch, manage and optimize paid search campaigns that get fast results.
The Wise Nestor formula
What we recommend is a healthy combination of both the approaches. The SEO approach takes time but you do not have to pay search engines a dime. You also develop the art of identifying and listening to your target audience and presenting them with a rich vein of content tailored to their requirements and presented in an appealing and easily searchable / navigable manner.
PPC is great for campaigns. You come up with great offers and pay search engines to deliver your offers on to your audience's laps... er, laptops. Or mobiles. Or desktops. Or, whatever device that they are using. As you go along, you become better at the art of identifying the right mix of keywords relevant to your business and bidding for them. Or, rather leave it to Wise Nestor. But, without a great website and great product / service pages, even the most heavily invested in campaigns are bound to fail.