APT Strategies: Optimisation with research, content and search engine strategies

Search Engine Keywords Phrases - Identifying Lost Opportunities

APT Strategies provide clients with a Keyword Phrase Guide which explains the rationale and process behind selecting the right keywords when conducting search engine marketing.

Our unique approach increases the number of interested prospects to your website and maximises your search engine marketing or pay per click advertising. Keyword selection is a fundamental part in optimising your website for targeted traffic.

Keyword phrase selection is not a process designed to be done in isolation by one individual or webmaster. It is process that benefits from the input and collaboration with marketing and sales departments along with other existing site statistics to build the appropriate phrase selection.

Your business loses opportunities everyday!

APT Strategies provide a Search Engine Keyword Report which outlines the competition that is out-performing your website on keyword phrases and the lost opportunities that your business has. Our reports make full recommendations on the website technical and content amendments required in order to improve positioning performance:

Identification of target campaign keyword phrases
Identification of market potentials and exact phrases
Identification of keyword phrases of competitors
Evaluation and keyword phrase density report
Measuring visibility of current keyword phrases
Determining benchmarks for future keyword phrases to be audited against
Comparing and measuring selected keyword phrases against competition
Analysing and reporting on competitor backward links
Determining which competitor keyword phrases are out-performing

Target Offerings

Larger companies are best to break their products, services or offerings into specific groups and approach each group individually as a separate process. Each offering may be targeted at different audiences and each offering will require a tailored approach.

Marketing

Keyword Phrase selection is an essential part of search engine marketing and you need to keep this in mind when brainstorming for words. Your organisation may already have information about your current business and target audience that can assist you in making the right choices for keywords. Corporate clients, be sure to involve your marketing department in this process. Make sure that you are aware of any current statistical data or profiling on your target audience and that you are aware of any current or up-and-coming search engine marketing campaigns. Planning for Keyword phrases to be contained in search engines is important in any online marketing campaign . It is vital to ensure that you pre-plan your search engine submission prior to the execution of your online campaign. APT Strategies can assist clients with our search engine submission methodologies.

Critical Questions you need to consider:

Are all of the keywords selected related to the targeted offering?
Do you have more than one intended audience for the target offering?
Have you considered your marketing research? Have you taken into account current or planned marketing campaigns for your offering?
Are the services or products offered on the site available only to people in a certain location? TIP Include the location as a primary keyword. This will bring more targeted potential customers to the site.
Does your current content on the web pages that cater for your offering include the phrases you have selected?
Would any of the keywords selected work better if grouped into phrases?
Can any of your keywords be abbreviated?
Do any of your keywords have any relating slang, or acronyms that mean the same thing?

Search Engine Marketing - Cost Per Click Advertising

APT Strategies provide clients a strategic approach to cost per click and pay per click advertising. Our approach maximises efficiency of purchasing keywords on pay per click search engines. Our experience as search engine marketing consultants provides unique methodologies of Keyword Positioning ensuring we understand the most recent search engine marketing trrends and optimized pay per click campaigns on a continuous basis.

Site Content

Over the years there have been many different ways to �trick� or �spam� a site into higher rankings on search engines. Search engine traffic and rankings are vital to the success for business�s on-line and competition has dramatically increases for positions. Search engines are constantly adjusting their indexing algorithms to prevent and bar sites using spamming techniques. The most valuable way that you can increase traffic to your site is to provide quality content that uses your keyword phrases throughout your site. After your keyword research is complete you may find that you need to audit the website copy that is currently available on your site to assist in creating higher ranking positions.

Keyword phrase selection is not a one off process and as your site and business develops the strategy should be constantly revisited to reflect your offerings and rankings. APT Strategies creates specific content pages that can assist in the organic indexation of your website in search engines and directories.

Target Audiences

Use your current marketing information or brainstorm the profiles of your current and potential customers. Consider the different terminology they may use to describe your products and services. Consider jargon and variations for example: is it called a mobile, PDA, a handheld or a palm pilot? Also consider the different type of audiences that you will want to attract for example, buyers, sellers, customers, suppliers and the like. This is an important part in determining the right phrases to attract the targeted traffic you are seeking.

Keyword Phrases � not just Keywords

Statistics have proven that most people use phrases when searching. Generally people have to learnt to refine their searching techniques to be more specific and to ensure that they are not having to wade through pages of irrelevant results to find the information they require. Consider how your customers will put phrases together to find information available in your offerings.

Targeting the Keyword Phrasing

The competition for search engine ranking is fierce and it is best to avoid general terms that will already be exhaustingly used for keywords. Determine your business niche and focus on keywords that will lead targeting traffic to the site. General phrases such as �insurance� and �laptops� are highly competitive and are less likely to give you any results. However, using phases such as �notebook computers Sydney� or �home contents insurance Sydney� will give you better results. Research has proven that most people use more than one keyword when searching. It is important to also ensure that these keyword phrases are contained within your website. APT Strategies can assist you in your search engine copywriting with our experienced online editors who follow best practice of keyword density analysis.