When you work with eMarketSmart you get a professional, methodical approach that emphasizes proper identification of your specific goals and then the best strategies to achieve those goals cost-effectively.

 

Search Engine Optimization

We utilize a sequenced approach to SEO:

  • Understanding your business and the keywords that you are seeking to optimize for your business:
    • From a SEO perspective, it is important to understand that your chances of ranking high in search engine results for “short tail” keywords (such as “auto accessories” or “iPhone app”) are not very good. Your best chances for success lie with “long tail” keywords that more fully describe your product or service (such as “floor mats for Volkswagens” or “word processing app for iPhone”) and therefore have less competition. We use resources like the Google Keyword Tool to look at the number of searches for any given keyword as well as the competition that already ranks highly for that keyword.
  • Analyzing your site from several different perspectives:
    • Structure and ease of navigation: do all of the pages on your site logically link to each other? Are there “ophan” pages that don’t connect to any others; worse, are there pages that can’t be found and result in error messages when Google tries to crawl them? Do you overuse tools like JavaScript or Flash which look slick but can make your site take too long to load?
    • Content: does every page on your site reflect your desired keywords? Is your content fresh, original and relevant or are you victim of purchasing pre-packaged articles from content farms (ooh, Google hates that stuff)? Are keywords displayed as text or are they, in fact, put into images that a search engine won’t be able to readily see? Do you have a plan for updating and adding content?
    • Do you understand how users interact with your site and how the move from page to page? Have you taken advantage of Google Analytics?
  • Auditing your top competitors:
    • It can be instructive to see how competitors who rank ahead of you for keywords have structured their sites.
Search Engine Marketing
  •  Understanding your business and keywords, just like for Search Engine Optimiziation:
    • Any paid search marketing program is based on the keywords that you believe consumers will be searching when they try to find your business or product.
  • Analyzing landing pages:
    • What do end users see when they click through an ad to your landing page. Is it clear what they are supposed to do? Is there a clear relationship between the keyword, the ad and the landing page? Google rewards advertisers who have “relevant” landing pages with higher rankings for potentially lower costs per click.
    • Is your landing page designed to “get the order” or do you simply want to collect a lead for follow-up?
  • Determining regional factors:
    • There is a very different paid advertising strategy if your customers are local or regional than if they are national. Google AdWords can be tailored to only show ads in specific places; if you are selling snow blowers it’s probably not useful to have your ads showing in Florida.