Search Engine Optimisation

Search engine optimisation

You've probably heard the term before, but what on earth is SEO? Search Engine Optimisation is a complex analytical process that improves the volume and quality of traffic (people surfing the web) to a website from search engines (such as Google and Yahoo). Achieving top search engine rankings requires regular work, time and dedication.

Webedge takes into consideration the needs and goals of your business, evaluating your products and services and outlining your company's online objectives. We can sit with you to identify the most popular phrases and keywords your customers are using in your industry, and then optimise your website for these popular phrases.

However, there's no point spending time on SEO if your website isn't going to convert your visitors into customers. By analysing your current website statistics, we can see where your visitors are dropping off and look at making alterations. We'll also analyse your navigational structure (menus, layout, etc) and recommend ways to drive your customers to different parts of your website.

Time to get strategic

Measuring your website performance is usually a bit of an afterthought for most businesses. If you’re not getting inquiries then your website isn’t working, no matter how many hits you're getting. We’ve found that there are a lot of other things you need to know to really help you make your website work effectively.

Google Analytics

Google Analytics is a free service offered by Google that generates detailed statistics about the visitors to a website. Its main feature is that it is aimed at marketers not just techy know-it-alls! Webedge can install and setup this service for you as part of your website package. The graph below displays the number of visitors to a website over a period of time (peaking at 136 visitors on Tuesday March 17th over this period).

A typical example of Google Analytics tracking daily site visitors

Another important feature of Google Analytics is that it can also track visitors on your site from where they came from, including:

• search engines (Google, Yahoo, etc.)
• advertising
• pay-per-click networks
• email marketing (such as a newsletter, or advert)
• digital collateral such as links within PDF documents

Set yourself some goals

Integrated with Google AdWords, you can identify specifc pages on your website that perform poorly (e.g. - low visitor numbers) and also track goals. Goals can be completely customised by YOU and might include pure sales goals, lead generations, tracking visitors to a specific page, or tracking downloads of a particular file from your website. The image below shows a % of visitors to a site that entered their information into an online form.

An example of setting Goals within Google Analytics