eWayDirect offers two search marketing programs for our clients,
both of which provide a mix of technology and strategic services:
We handle all aspects of search for customers as an outsourced solution.
Search engine marketing (SEM) is a customer-acquisition tool to get your brand in front of new and potential customers or clients on the internet.
We teach companies to use in-house resources to develop and execute successful search strategies, monitor results and regularly make recommendations.
Search engines are the channel consumers use most frequently to obtain information and referrals; obtaining visibility for a given company via search is therefore key to building an online business.
Search marketing comprises two separate components:
Organic search, also known as search engine optimization or SEO, is a process that enables companies to be well placed in the organic (left side of the page) listings posted in search engine results;
Paid search, also called pay-per-click or PPC: these are the listings on the right and top of the search page — in short, advertising.
Paid search requires a mix of technology and strategic services. It starts with identifying the keywords and keyword phrases that return the greatest value to your company when clicked on by searchers, and than bidding for banner position on those pages.
PPC offers the following services: keyword research, competitive analysis, attractive ad copy, visitor prequalification, ad optimization, A/B testing, weekly, biweekly, and monthly reports, email support, ad campaign consultation/strategy discussion, bid management, ROI calculations, campaign tweaking, and conversion tracking.
Organic search also requires a mix of strategy and technology. Starting again by identifying your most valuable keywords, you optimize your website so the search engine webcrawlers (that are out there visiting sites to identify what you do) know you are the top provider of requested products and services. We do this by:
- Placing keywords and terms in meta tags, alt tags, and title tags
- Using the keywords and phrases frequently in the site’s content
- Updating the sites content frequently with new articles, press releases, etc.
- Implementing anchor links that enhance the frequency of keyword views
- Obtaining external links to your site (not two-way links, which are search negative)
- Using analytics to drive all changes made to the site.
We will help you obtain high ranking with search engines by creating and maintaining a strategic keyword and keyword phrase list and using that list as the focus of your search placement programs. The first step is site optimization, where the opportunity for return is terrific and the effects are long-lasting.
An additional offering is our articles placement service: we can make sure that your backlinks are fresh by placing articles off-site; we can also write those articles for you if you prefer.
