Traynor Kitching & Associates
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There are only two things you need to do to make your website a commercial success:

  • Get more visitors to your site
  • Turn more visitors into customers

Sounds simple, doesn't it? And yes, in principle it is. In practice, however, there are some specific skill sets needed to kick-start these two activities.

Web marketing (or "Search Engine Marketing" - "SEM") deals with the first issue. And we'll focus on Google, the most important search engine on the planet. There are two factors that will influence your ranking for a particular keyword or key phrase on Google:

  • Content: how relevant is the content on your page to the word or phrase that people are searching for?
  • Inbound links: how many sites (and what quality are these sites in terms of their ranking) are linking to your website?

Don't ignore the "metatags" for keywords and description; we'll optimise your site for these two factors. But don't agonise over them, either. They're not as important as they used to be. Google has never taken any notice of the keywords metatag; Altavista stopped using this metatag for indexing sites around 2002. Yes, we'll make sure that your site has these tags; but we won't spend much time on them.

Far more important is the <TITLE> tag. This is equivalent to the bold text headline in a classified ad in your local newspaper. In fact, think of your listing for a particular page on a search engine results page ("SERP") as a classified ad. The "headline" is the <TITLE> tag on your page. We'll make sure that this is a powerful "call to action" headline for each and every one of your pages. The "description" is the body copy of your "ad" on the SERP. Think ads all the time. And the construction of each and every one of your web pages is important in how your pages appear on the SERPs. Look at these two examples:

Example 1 - the SERP listing of a badly optimised page - for a business planning site:

Home Page
Menu: Home About Us Contact Us Products Services - 7k - Cached - Similar pages

Example 2 - the SERP listing of a well optimised page - with a clear call to action:

Download Free Business Plans Now
Access these FREE business planning templates now. No obligation to purchase - 7k - Cached - Similar pages

Both of these could have been brought up on a SERP with the search for "business plans". Which one would you have clicked through to?

This is what search engine marketing is about - partially. There's more to it than just careful page construction. We can help you with:

  • Pay-Per-Click advertising campaigns on both Google, Overture and eSpotting. What's more, we can provide you with sophisticated tools so that you can track and measure the effectiveness of your online advertising campaigns. Remember the words of Lord Lever (he of the soap powder empire): "I know that 50% of my advertising is wasted. The trouble is that I don't know which 50% it is".

    You can do better than Lord Lever with our help!
  • Reciprocal linking. Google, and a few other major search engines, will rank you higher on their SERPs depending on the number of "inbound links" to your website - that is, the number of sites which put a link to your website from their website. And it's not just the number of inbound links - it's also the quality (in terms of how popular those sites are) that can determine the importance of these inbound links. We understand how these links work. We can help you to out-perform your competitors.

So "web marketing" is far more than just getting high rankings on search engines. We understand the processes. If you think you are not getting enough visitors to your website, contact us. We'll help you.


Traynor Kitching & Associates
The Owl House, 137 Osbaldwick Lane, York YO10 3AY, England
Tel: (+44) (0) 1904 424832 Fax: (+44) (0) 8701 671910
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