Managing Your SEO Campaign Efficiently
Friday, June 19th, 2009
With the vast majority of business searches now made online and the success of paper directory and traditional local newspaper advertising methods in decline, more and more companies are beginning to recognise the importance of search engine optimisation (SEO) to help them improve the natural ranking of their website within the major search engines’ results pages (SERP’s).
In 2008 the number of local searches for goods and services performed online increased by 58%, reaching a total of 15.7 billion searches for the year, whilst total online searches for 2008 reached 137 billion and today that figure is higher still.
The search engines list over one billion websites, the majority of them fighting for the top positions in their industry sector. This makes it vital for online companies to employ the services of a search marketing expert to help potential customers find them on the internet. Very few searchers go beyond the first two pages in the results, often not even to page 2, and the need to rank prominently on page 1 has driven this demand.
The constant review of multiple websites ranking positions is incredibly labour intensive and so many companies choose to automate their search queries. This can - if done abusively - impose stress upon a search engines resources and result in a ban being imposed upon the IP address of the user.
Infoserve’s SEO strategy combines the use of search engine friendly querying tools, techniques used to make a website more accessible to the search engines and users and the constant review of a website’s performance in the SERP’s (Search Engine Results Pages) in order to increase the visibility of a website in major search engines.
One such tool is the Ranking Report Software by Caphyon, which has been developed to emulate a manual search, therefore saving the user the inconvienience of incurring a search engine’s wrath and being denied the service.
With the help of the Advanced Web Ranking Tool you can choose to track the ranking of multiple websites through over 1000 search engines and generate monthly reports making it easy to get a quick overview of the evolution of a particular website. The Advanced Web Ranking Tool’s project management system can manage hundreds of different site results at once, using scheduled updates to avoid the task of manually updating each individual project.
The Advanced Web Ranking Tool can also help with the all important task of keyword research, helping you to find the most used keywords that people use on a daily basis to find the products and services you are hoping to market. It helps you to research and analyse new keyword ideas, identify search trends and get more information on finding niche market related keywords, by bringing multiple keyword research tools together in order to make your research much easier and more accurate.
Another important aspect of a successful SEO campaign is link building. The search engines view good quality inbound links to your site from sites with related content as a recommendation of your website. The more relevant and authoritative inbound links your site has from other successful sites within your industry sector, the more relevant and authoritative the search engines will deem your site to be. Successful link building strategies are based on establishing your competitive position in the online marketplace that already exists around your specific industry sector.
So monitoring these links on a regular basis is crucial, and the Link Popularity Software by Caphyon is a great tool to help you keep track of your websites inbound links. You can utilise this tool to find out who is linking to your website and which keywords they are using to link to you, you can also check on your competitors websites and find out who is linking to them.
Being able to keep a tab of paid for links can also save you money, if a link is broken or has been taken down the Advanced Link Manager Tool will notify you, it can also tell if the page rank of a linking page has dropped giving you the opportunity to renegociate the cost of your link. The Advanced Link Manager Tool can also help with the difficult task of finding new link partners, the Potential Refferers Wizard allows you to search all of the available search engines, using advanced search criteria to look for future partners who you may wish to exchange links with, listing them in order of page rank. So you can choose to eliminate any low ranking websites from your list of potential link referrers.
Infoserve’s SEO capabilities have expanded rapidly with the help of such tools, giving their SEO experts more time to spend on the one aspect of SEO they have not yet developed a tool for - good, old fashioned, human analysis.