Search Engine Optimisation

Genuine targetted traffic resulting in more leads & higher sales

4W have been succcessful in optimising a number of client's websites by evaluating the core requirements from the ground-up: Content and code optimisation, content creation and link building.

search engine optimisation bristol

Each search engine optimisation campaign begins with the basics: search engine friendly HTML mark-up and website architecture, and the fundamentals of keyword research, content development and link building.

  • Keyphrase selection
  • HTML mark-up
  • Optimised content
  • Internal linking structures
  • External links to your website

Keyphrase selection

This is paramount - target the wrong keyphrases and keywords and all your following efforts are subsequently mis-directed. We will analyse your competitors websites and research phrases using keyword selection tools. An initial PPC campaign would also provide valuable conversion data.

HTML mark-up

A search engine spider will scan through your HTML mark-up to find the visible copy it wants to index and take note of certain other tags and attributes. The coding should be semantic and validate to standards, and ensure the primary copy is high in the source code. There should also be a low code:copy ratio.

Optimised content

This is what visitors to your page will see and read - this is also the primary content the search engine spider will index, so it must include the search phrases you wish to target in strategic places on the page. We can work with existing copy or prepare from scratch (see 'Copywriting for Websites' below). The better the content on your website the more likely that other webmasters will link to it from their own sites.

Internal Linking Structure

How you organise your internal navigation structure is important, giving weight to certain pages and using the correct titles for links.

External Links to your Website

Once your website is optimised and launched an ongoing campaign of link generation and directory registrations is required.

A link to your website is counted as a vote in the eyes of the search engines and is absolutley critical in ranking well in search engines.
Read our article on How to Get Links for further information.

4W specialise on what is termed the 'on-site' factors of search engine optimisation (code and content optimisation), and work closely with several partners with regard to 'off-site' content generation and link building.

Copywriting for Websites

For search engines it is typically said that content is King! Creating effective copy for both visitors and search engines is a tricky mix - you require an optimised page for the search engines so that visitors will find you for your chosen search terms, and once they have arrived at your web page you need to sell them the product or service using copy that reads well.

Our content development writers are proficient in copywriting for SEO and, with some research and guidance from the client, also your target customers.

Pay-per-click Advertising (PPC)

While pay-per-click advertising is not a cheap option it can work for some clients. We often recommend implementing a campaign to test the water on search engine referrals prior to an SEO campaign.

PPC

Within a short period we can experiment with search phrases to build up valuable keyword search conversion data, ie: what search phrases are working to convert searchers, to browsers on your website (and subsequently to buyers/users).

It may transpire that the costs are justified, in which case we can implement and manage a full PPC campaign for clients with Google Adwords, Yahoo Search Marketing, Microsoft's Adcenter and even Facebook Advertising instead of, or complimenting, an SEO campaign.

Statistics and Reporting

google analytics

The great attraction of internet marketing to the professional marketeers are the reporting tools available, enabling them to discover what is and is not working, and adjust accordingly.

We recommend all clients open a free Google account from which we can utilise their visitor analytics, webmaster tools and local business listing tools.

Reliance on Search Engine Optimisation

Clients are cautioned not to rely soley on SEO - search engines change their algorithms regularly and shake-up the results. No-one can guarantee anything with regard to your SERPs (which is why you should ignore SEO advertisers who claim 'guarantees' on placements).

We do not make guarantees - we simply follow best practice. There is much the client can do themselves, such as writing copy, approaching other websites to trade links, giving advice in forums and other communities and we can instruct clients on what to do to help themselves.

A healthy mix of business acquisition channels is advised:

  • Search Engine Optimisation
  • Pay-per-click and display advertising
  • Traditional advertising
  • Email marketing

The old adage don't put your eggs all in one basket applies!

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Resources

Webmaster WorldGoogle Hot SEO Topics

Everything you need to know about the latest Google SEO developments
Webmasterworld.com

Website Grader Website Grader

Get an optimisation health check for your website.

Site Explorer Yahoo Site Explorer

Gain valuable information on your website including size and backlinks.

Search Engine Watch Search Engine Watch

Implement best practice and stay on top of emerging optimisation tactics.

Landauer logo After wasting much time and many thousands of pounds on web design and SEO companies I was fortunate enough to find 4W who delivered exactly what I wanted quickly, efficiently & with a refreshing honesty that is sadly lacking with many of their competitors. M. Landauer, Landauer Cosmetic Surgery
search engine marketing