While we don’t work for Google, we are consultants to know how search engines like Google work and work with businesses to help bring more traffic and leads through strategic positioning in search engines. Our staff also has Google certification, so you know that you’re not getting random people with computers claiming to be marketers and understand SEO/PPC (trust us, it happens), and that you’re getting a partner that you can trust.
Search Engine Optimization (SEO) is a process to help your website rank well for inquires through Google and other search engines like Bing and Yahoo! (typically, the industry focuses on Google because over 90% of your search traffic likely comes from Google, and what works for Google typically works well for other search engines too). While we can’t control the search engines, we do know how they operate and what works best to bring your business to the forefront of search results.
Search engines run with complex algorithms with over 200 factors which typically get over 300 updates per year. Though quite complex, they can typically be broken down at a very high level as follows:
This is the technical elements of the site. These include things like the way your site is structured, the cross linking between pages, meta data, canonical URLs, etc. All of these help send the correct signals to the search engine about what your site is about.
This is both the depth and breadth of content on your website. When a search is performed, Google wants to return a relevant result. This means that your site looks like an authority on the topic, and provides good, in-depth content on the query.
Links to your site from other websites help show Google that you are legitimate, respected, and endorsed. These links are a major factor for ranking in search engines. Factors that can help your site rank are the relevance of the links, the number of them, and the significance of the sites they come from.
At Wormann Consulting, we focus on improving and marketing your site in these three areas to increase traffic volume and leads. This is accomplished through an ongoing process and optimization effort initially focusing on the code and on-site optimization, and moving toward content and links as the program progresses. In essence, this is a marketing effort as opposed to a single “project” (though many elements can be done on a project basis). All of our projects and programs are also custom, depending on industry, competition, and specific needs.
Pay Per Click advertising referrers to any advertising where you are charged for each click that a user makes on your ad, but typically is used to refer to services like Google AdWords where ads are placed in the search engine results in the area over (or under) the search results. However, the term can actually refer to a handful of advertisement methods including:
- Search Engine Advertising
- Display and Programmatic Advertising
We work with our clients to create and refine these campaigns to maximize returns and minimize costs. Our team members that work on Google AdWords are certified by Google and are PPC specialists. We also actively manage your campaigns. This means that we are regularly evaluating, testing, and working in your campaigns to make sure that you’re getting the best results. This means no “set it and forget it” mentality which often results in stagnant campaigns with marginal results.
Our PPC services include:
- Keyword Research and Selection
- Ad Creation
- Landing Page Optimization
- Active Monitoring/Management
- Bid Management
- A/B Testing
Cost for PPC programs vary depending on budget and size of campaign.
71% of consumers who have a good social media service experience with a brand are likely to recommend it to others. Just by having a proactive customer service oriented presence on Facebook, you can tangibly increase customer retention and create new sales. And, social media allows you to see everything people are saying about you, so you can adjust and address issues before they’re a big deal.
Of course, you can directly market your products and services via social media as well. Through the use of high quality ads, laser-focused demographic and interest targeting, carefully crafted landing pages, and refinements based on actual data, social media presents an excellent sales platform as well with directly measurable effect on ROI
Sometimes you’re advertising a product or service that depends on someone’s circumstance (like a doctor or a mattress). They may not need you right now, but you want to be the name they think of when they do need you. In cases like these, you want to make sure that your company has high, repetitive visibility – and social media can do that for you.