Web Site Promotion & Marketing in Surrey
Mitchells Online

Website Promotion is different but related to Search Engine Optimisation.

Website Promotion

This is the advertising and placement of your website address (URL) in your company advertising programmes and also your paid-for listings on online directories and search engines. Membership of "pay-per-click" programs also fall into the website promotion category.

Search Engine Optimisation (SEO)

This is all about free advertising on the web by organically structuring your website content to be readily indexed and listed on the search engines like Google, Yahoo and Ask Jeeves.

With SEO the measure of success is whether you can get your site listed on page one of a search that is carried our on what your company does or the services it offers.

Once you have a domain and a website  you can be assured you have established your presence on the Web. But this is not the end the work; in many respects it’s just the beginning!

When you initially launch a new website, its like having sign above a shop doorway, in that it’s the only ones who see it are those who know where to go or who happen to be walking past. To get traffic or “hits” on your site you need to make it easy to find. That means that you really want most of your visitors to arrive at your site because they were searching for what you offer as a product or service in the place that you provide it.

The only visitors who arrive at your site by typing-in your web address (URL) will be the ones who know about your site already or have seen your URL on some stationery or advertising somewhere.

So as part of the promotion program for your site it’s important to put your URL and email address in all your company literature, advertising, Yellow Pages entries and business cards. Always ask new customer inquirers how they found you.

The real power of the web is the way it can present almost anyone, anywhere in the world with access to a computer with a way of getting to your site by simply typing in a few key search words or phrases which suggest what they're looking for. This is where the Search Engines come onto the scene. There are lots of them. Most of them will list your site for free, however more and more these days are starting to charge to review your site for inclusion. Notice we use the term “review your site for inclusion”.

The other thing to bear in mind is that even though there are thousands of search engines and directories, it’s the old 80:20 rule.. in fact it’s probably more like 99% of the traffic comes from just 1% of the search engines.

Search Engine Submission

To get listed on the search engines your must be “submitted” to them for inclusion. This is a service we can provide for you on an ongoing basis. It is critical however to make sure your site is ready and waiting and that its structure, content and keywords are fully thought through and ready.

Once your site is submitted to the search engines, they will either have a human editor visit your site, to review it and decide whether and in what category to list you. Or, more often, your site will be ‘spidered’ by a robotic piece of software that automatically examines your site, its keywords etc. and it will then make decisions based on rules and complex algorithms as to whether and how to list your site.

There is no guarantee as to when your site will get reviewed or spidered, unless you pay for it. If you don’t pay, it can take from a few weeks to several months for the reviewers or spiders to get to your site.

With paid-for or “express” submission the search engines and directories will then guarantee to review your site within a fixed timeframe, generally less than a week. Apart from the paid listings, you should re-submit your site to all the ‘free’ search engines regularly, about every 3 months, not more often otherwise they may block you.

MITCHELLS Web Site Promotion Services

Our Web Site Promotion Services can be provided on a one off or continuous basis. In either case the process is basically the same four Stage process.

• Initial Consultation
• Keyword Research
• Content Optimisation
• Submit & Monitor

Initial Consultation

This is where we meet and discuss the goals of your web site and who your ideal target visitors will be. We go into some depth at this stage to explain to you in detail how the whole optimization process works.

Keyword Research

After our initial Consultation we send you away with some homework to do. This generally consists of you having meetings with colleagues and customers to get a sharply focused view of how your target visitors see your company and the products or services it offers. The end result of this is a list of key short phrases that you can be confident your ideal site visitors who have never heard of you will type into Google for example to find your product or service.

Content Optimization

Once we have the output from the Keyword Research, we then set to work to customise the content, structure and meta-data on your site to optimize it for the Key Search Engines. This involves carefully crafting the wording of your site, the headings, page titles, image-tags and the meta-tags to integrate your keywords and key-phrases.

Submit and Monitor

We need to tell the key search engines to come take a look at your newly optimised site. Once we’ve done that we wait until they have by checking with them and by looking at your web visitor statistics to monitor when the search engines visited your site, if they have listed what they saw and then how many hits you get from the search engines.

This last step marks the end of the one-off Service we offer, but for our ongoing subscription-based clients this is a process we continually repeat and review with you.

This whole process is not easy, and the result of the work we do together can change your whole approach to how your business is promoted and advertised, not just on your web site. There are no guarantees with SEO, and your ranking on a search engine can go up and down, one thing’s for sure it will never stay the same for long!

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