Engine Optimization Program
Search engine optimization, sometimes referred to as search engine marketing
or website marketing, is the art and science of retrofitting websites
to rank higher on the free Search Engines like Yahoo, Google and MSN.
The search engine marketing process includes, but is not limited to,
code changes, linking and navigation improvements, website architectural
modifications and content enhancements.
A periodic traffic report should be provided by your web developer or
hosting company. WebTrends is the most commonly available report but
others are also available. A robust traffic report should include metrics
on number of visitors, day/time of their visit, how they found your
website, i.e. keywords and keyword phrases searched, and what search
engines were used to find the site. Comprehensive reporting and analysis
can provide website marketers with valuable information and pinpoint
strengths and weaknesses in website marketing strategies.
Ranking report analysis provides the single most objective measure of
the success or failure of your website marketing efforts on the free
(organic) side of the search engines like Yahoo, MSN and Google. A website
ranking or positioning report, like Web Position Gold, queries the search
engine about individual keywords or keyword phrases to determine if
your website ranks in top positions for that search.
New content development should be a regular part of every website marketing
strategy. New content, developed with proper attributes, can facilitate
search engine ranking improvement, encourage repeat customer visitation
and improve overall marketing impact. Press releases, case studies,
testimonials, and product and corporate information added regularly
can have significant results over time.
Professional content management services provided by your website marketing
services firm are vital to your search engine optimization efforts.
Page title, style, headings, content, primary and secondary keyword
selection, percentages and page size all play a role in how the major
search engines find and rank your website for your industry’s
A press release in the brick and mortar world can be distributed
to thousands and yet be published by few or none. Press releases
in the cyber-world can be distributed for little or no cost and
provide linking and search engine optimization benefits well beyond
the amount of readership that actually sees it.
Often 50% of visits to a thriving website are from repeat visitors.
While your website’s ability to make a good first impression is
important, your website’s ability to present fresh content and
a “directed” visitor experience is vital. Repeat visitors
want a reason to be glad they revisited. New product/service or additional
product information expresses corporate vitality, movement and drive.
The level of quality of a corporation’s graphic identity varies
widely from company to company. For some corporations, it may be a result
of a venerable 50-year-old logo being used side-by-side with brochures
done in the 1980s, a trade show booth designed in the 1990s and a website
launched last year. Marketing consistency, despite corporate identity
evolution and integration, takes discipline and a consistent corporate
Email distribution, banner ads, link ads, pay-per-click search engine
programs, website optimization (marketing) programs and internal website
conversion enhancements can all contribute to your company’s overall
lead generation success. All of the above are right for only a few companies,
some are right for all companies. Companies need to have enough accurate
information to be able to choose wisely and implement effectively.
Potential ROI productivity gains via functional Internet enhancements
are almost too numerous to list. This includes everything from reducing
the inbound fax load via online forms to employee intranet sites that
provide; HR information, employee forms, travel expense submission,
project calendars, supply fulfillment and technical support. ROI productivity
gains are best achieved when the goals are stated, the plan detailed,
the implementation methodical and the results tracked.
Employee and customer communication can be significantly improved via
online communication tools. The true genius of online infrastructure
is that most forms of communication are reduced to anything your browser
can interpret, display or download. Online communication tools can facilitate
proofing, approval, instruction, information disbursement, notification,
CAD file sharing, testing, new employee orientations, management messages
and many other informational or process related needs.
Digital marketing, website marketing, search engine marketing, search
engine optimization, e-marketing, interactive marketing, online branding…
all descriptions that can be applied to DDA’s services focused
on driving traffic to your website and facilitating the conversion process
that turns visitors into customers.