Search Engine Marketing
If your target customers don’t know that you offer products or services they need, how will they find out about your company? They may stumble across your name in an industry journal ad or see you while visiting a trade show, but numerous research studies show that the most popular way prospects seek technical information is through search engines, leading with Google. TREW Marketing offers two primary search engine marketing services: search engine optimization and search engine advertising.
Search Engine Optimization (SEO) Solutions
If you are not purchasing Google Adwords, your site will be invisible to search unless it incorporates keywords on pages with good relevant content, and other websites link to those pages. TREW can help you develop a Search Engine Optimization (SEO) strategy to make your site visible to those already looking for you.
Searchers look for your products and services in a number of ways. For example, let’s say that your company provides fleet management software. Searchers look for what your product is (“fleet maintenance software”), what it does (“fleet fuel management” and “gps fleet tracking”) as well as who the solution is for (“government fleet management”). TREW researches all keywords relevant to your business and helps you decide what pages of content need to be created or changed to attract these searches.
To create an effective SEO strategy, we look through your website analytics to answer the following questions:
- How visible is your site to search, and how are searches reaching you?
- Are your blog posts, news posts and press releases generating any valuable traffic?
- What sites are linked to yours and referring traffic to you?
- What technical problems are preventing traffic from reaching your site?
After we determine the most important keywords for your business, we show you how your competitors are performing on these terms. You may be surprised to learn that some of your top competitors are virtually invisible online while other companies are performing well, even though you barely recognize them as competitors. You will also see how other industry, association and news websites are performing, which can help you determine online advertising and partnership opportunities.
Search engines prioritize websites that have original, relevant content, and your rankings will improve when other authoritative sites link to those pages. Content development is also important because excellent landing pages help convert site visitors into qualified leads. TREW can develop optimized content for you or assist you in creating content yourself. We will also help create page calls-to-action and lead forms to effectively manage new leads.
Blogging and Link Development
Search engines value fresh new content, and blogging is an effective way of adding content to your site on a regular basis. We will work with you to develop a blogging schedule and make suggestions about ways you can effectively incorporate keywords. We can also help you develop site authority by building links to your site from relevant industry and partner sites, as well as online directories.
Monitor and Adjust
Once your optimized site is launched, our work isn’t over. We monitor rankings and traffic to determine the best actions to take to improve performance. We will also see how visitors interact with your site and make changes to improve the number of leads. Finally, we will track your leads to show you how your SEO efforts are producing a measurable return on investment.
Search Advertising, also known as pay-per-click (PPC), is a method whereby advertisers pay for keyword searches to elevate brand and website positioning within search engine results. A strategic PPC program is not intended to replace ongoing SEO efforts, but to complement these efforts and fill in the underserved keywords. PPC is unique in that it allows full budgetary control and only costs money when searchers visit your website.
TREW can provide your business with a complete, fully managed PPC program guaranteed to increase website traffic and lead generation. Creating a search advertising campaign is most effective when implemented alongside an SEO strategy, as the two services integrate together to form a holistic approach to engineering and technology search marketing.
Our PPC specialists will work closely with you throughout every step of the process, including the following:
- Keyword research
- Competitive Analysis
- Ad copy customization
- Landing page development
- Call-to-action development
- Detailed reporting, site visitor analytics, lead tracking and recommendations to maximize your online ad dollars and ROI