Internet Marketing Glossary

We've put together the following list of commonly used terms which may be new to some of our clients.

WSI WebScan

We use our proprietary software to scan and report on your website. Our software gives your website a health check and reveals to us how the search engines see your website.

This is important to understand your strengths and weaknesses so that we can build the optimal balance of marketing strategies for the website to give you both short and long term success.

Google Analytics Goal Paths

Installing Google Analytics and Goal paths into your site will give both you and WSI valuable information on the activities that are happening on your site, such as number of visitors, what actions they take and how long they stay on the site. Additionally, the stats will tell us vital information about the marketing campaign e.g. what keywords are the most valuable to you, which keywords result in sales, most valuable sources of traffic etc.. In short this gives us the data to continually improve the campaign. When this is done we will send you a link to the stats along with a user login and password.

Google PPC Campaign Set Up

We create a Google PPC Account where we can define campaigns for you, along service, product lines or by need. Within a campaign we will create up to 10 Ad groups. Each Ad Group will contain a number of themed or related keywords or phrases that you will want to be found on (these can be added to or edited as the campaign develops). The group of phrases are married to a selection of adverts that are rotated so that we can test which adverts give you the best response.

If you need a wholesale increase in the number of keywords or adgroups, there may be an additional set up fee, though minor changes are included in the maintenance fee (see below).

Google Campaign Maintenance & Reporting

Each of the keywords in a campaign has to be bid for against other companies. Our role is to manage this process on your behalf to optimise your campaign budget to get the maximum return for you. This may mean taking lower positions on a number of phrases to make your budget last. If we think that your website activity or sales could be profitably improved we will recommend changes to the budget.

In addition we will report the campaign activity back to you each month along with any analysis and recommendations.

Landing Page Development

Landing Pages are website pages specifically designed for traffic entering the website from a known source or set of keywords. The purpose is to immediately meet the customers' expectations and to generate a desired measurable action e.g. Call, Find Out More, Download, Buy etc. The pages are typically single subject/service/ product; and will outline key benefits; have strong graphics and a clear call to action.

From time to time we will recommend this strategy , if bounce rates are high, if we want to increase conversions, or if there is not a specific enough page in the site to link to and direct traffic to.

Web Page Optimisation

By looking at the Google analytics data we are able to determine from your customers' activities which keywords may be the best to optimise your website for. We can either edit existing pages or create new pages to attract the search engines to. The principle is the same and that is to give the search engines pages that will clearly attract attention on the keywords that you need to be found on.

Reporting

Having done the optimisation, it is important to monitor progress on the main search engines and to monitor your competitors.

We will create a monthly online report where you can view your positions for a number of keywords on the main engines monitored against your competitors. Additionally this will tell us where additional work is required.

Maintenance

Maintenance comprises reviewing your positions against your competitors and taking action to improve your positions (Proactive Maintenance) or having achieved top 10 positions taking actions if we see falls in your positions (Reactive Maintenance)

From time to time we may recommend additional strategies if the competition for top places is particularly intense.

SEO Tidy Up

Having reviewed your site we will often recommend an SEO (Search Engine Optimisation) tidy up. We recommend this where we have analysed your website and have identified a number of quick wins, where corrective action can improve your search engine positions on a number of keywords.

Print Optimisation

Most sites are not optimised for print, which can be a massive own goal as many people including gatekeepers for decision makers tend to print from websites when creating a short list or wish list. We create a style sheet that will exclude the navigation, head up the page (perhaps like your off line marketing) and optimise the print to look neat and professional rather than a jumble of disorganised text and pictures. This is way it will make you stand out from your competitors and each page of your website can be printed like a flyer.

Micro Sites

When search engine position is important on quite competitive words, we will often recommend the rapid development of a 3-5 page website optimised specifically for a small number of related keywords. We have done this successfully for an increasing number of companies, both large and small, such as Costain, The Writers Bureau, Banana Moon, Gifts 2 Go, Home & Medical, and Wilkinson Woodward. Typically we are able to get very rapid high positions on Google. An important side effect of this is that it additionally displaces competitors from Google's first page.

Large corporates also use micro sites as a quicker way to develop websites for special events and for specific products if their own internal resources are tied up.

Social Media Marketing

Social Media marketing is the newest strategy available to companies. However, we tend to recommend this once all the basics of optimisation and marketing have been completed unless there is an important product launch imminent or there are larger budgets available. Social Media Marketing includes us working with you on a number of fronts and medias to rapidly expand your reach into highly valued (by Google) parts of the internet. The essence of this is that Google rewards sites that are spoken about, highly reviewed or seen as experts. This can include Blogs, Forums, Social and Business Networks, Social Bookmarking, Q& As, Online PR and utilising content such as Video, Audio, White Papers Article Writing, etc.