Search Engine Marketing
Often this is referred to as search engine optimisation. Optimisation suggests that you just do something and then it is optimised and as it is optimised nothing more needs doing. Obtaining a good search engine ranking is not quite so simple. First of all there is more to getting a good ranking than just tweaking your own site. Secondly search engines are dynamic. This means that the sites listed in the top 10 one day may be different to those listed in the top 10 the next. If a particular site occupies the 1st position on say for example Google then its competitors are going to try to get their sites to P1 instead. Eventually they might do something which gets their site to P1 and your site drops down the rankings. You then have to do some more work to get your site back to P1. When your site gets back to the top then they want to get their site back again etc etc etc. As you can see, getting good rankings is a competitive process. There are no hard and fast rules. With experience you learn the sorts of things which get results and those which do not. Obtaining a good solid search engine ranking takes time and effort to get there and more time and effort to stay there. This is why we take a long term approach and charge by the month rather than a one off fee. Some unscrupulous companies will quote you a lot of money to get a good position paid on results. They will then use some of the more dubious methods to get you a good short term ranking, invoice you and leave you to it. The search engines are very good at picking up on those sites which have used unethical methods of obtaining a good ranking and usually after a few weeks these sites are removed from the top of the results to a far lower position, or even worse they are deleted from the rankings all together. I consider search engine marketing to be an ongoing project which should yield good results over time. In most of the major search engines in the UK you cannot buy a good ranking from the search engine company. They have their own rules about what makes one site more important than the next and what these rules are is a closely guarded trade secret. Search engine practitioners have all learned from experience and research the kinds of things which work over time and those which do not. It is this experience you are paying for. No-one, except the search engines themselves can guarantee a good ranking and all most all of them pride themselves on their impartiality and not favour one site over the next. Their algorithms which define the search results change all the time and each search engine relies on different things to create its order of results. Search Engine marketing is all about working blind against a moving target. Knowledge is usually built from experience and this is what you are paying for.
Contact
Mark Ebrey
Applied Servers
Tel. 01691 654056
mark.ebrey@appliedservers.co.uk
