Search Engine Optimisation
Search Engine Optimisation is vital for every website. You want people searching for your products and services to find your website easily. Search Engines have changed a lot in recent years. Google is by far the most used search engine in Ireland. People say “I will Google that”. Search engines use robots to crawl websites.You need to make it easy for the robots to know what products and services your are supplying without compromising the look and feel you are providing for the human users. The way people search has also changed. People are more specific in what they are searching for. eg “Hardresser in Dublin 15 for Wedding Party” or “Plumber in Blanchardstown to unblock drains” Google want to provide the most relevant websites in decending order.
Writing good content for your website is essential. It needs to be engaging. You have a very short time frame to get the searchers attention. You need to know your audience. What are they looking for? Why is your product the best product/service for them. When I started selling many years ago I was given three words to concentrate on. The method of delivering a message has changed but the basic principles are the same. The three words are Needs, Features and Benefits.
If you are a window manufacturing company your prospects will be someone who Needs windows.
A Feature of your windows could be that they are triple glazed.
The Benefits could be “Save on your energy bills with Triple Glazed low maintenance UPVC windows”.
Pay Per Click (PPC) Advertising
Pay Per Click (PPC) is a way of advertising on the web. You only pay for the ad when someone clicks on the ad. Google Adwords is one of the most used PPC platforms in Ireland. You select the keywords that people searching for your product/service will enter and this is what triggers your ad to be displayed. The cost of keywords varies greatly depending on the industry you are in. It is worth spending time doing keyword research. You should also include negative keywords, this means your ad will not be shown if this term is entered. Google Adwords can be a very cost effective way of advertising if done properly but it is a very expensive way of advertising if not done properly. You need to give yourself lots of time to learn how to use adwords. Google change the rules about three times a year, you need to keep up to date with these changes. If you do not have the time to spend on Adwords then you should get a professional to manage your adwords. Facebook also offer PPC advertising.