Trafficsourcers performs searchenginemarketing through search engine optimization and pay per click programs (for example Google adwords). Very often search engine marketing is the most cost effective way of achieving wanted actions and its often many onlinemarketingconsultants prefered method of achieving results.
Search engine optimization aims to place the clients site high in the organic search results of mayor search engines for search terms believed to convert into wanted actions. The organic listings (unlike sponsored search listings) are not possible to aquire by paying the search engine company. Instead one has to spend time on on-page optimization as well as external optimization to get into these listings, a timeconsuming and hence often expensive process.
Trafficsourcers works with both onpage and external search engine optimization. Onpage optimization is about optimizing the structure and content on the clients page itself. External optimization is much about getting external pages to place links of interest to the client as well as producing “sites of interests” that can attract keywords that are not possible to insert into your corporate site.
In general a search engine optimization project starts with a good on-page optimization. Without on-page optimization external optimization is usually like throwing resources into the bin.
On-page optimization involves content creation, keyword research and making well structured sites. Usually firms already have PR and webdesign employees, its often enough that Trafficsourcers coaches and educates these employes to make the client achieve long term results as well as increasing the inhouse knowledge of the client. If these resources are not available the client can choose to outsource these functions to Trafficsourcers.
If the wanted keywords of a business is very competitive (meaning many companies strive for the highest listing of this keyword) its usually not enough to perform on-page optimization. This is where external optimization comes in. External optimization is about getting other sites of interest to link to the clients site. For example if a client tries to become number one on eg Google for the keyword "lean manufacturing", then the dream scenario would be to get links from a major university doing research in this field.
The clever reader has already figured out that the above does not require much technical skill, instead success is achieved with for example clever PR. External optimization is tricky and one has to be very inventive to be succesfull, often coming up with completely new concepts or modifying old ones for every client.
Pay per click management is mainly about managing the sponsored search positions on the major search engines but also involves placing ads on sites offering a pay per click pricing such as eg price comparison portals and some socialnetwork sites. With sponsored searches you bid a maximum price that you are willing to pay per click. Depending on the amount bid, clickthrough rate, the quality of the advertisement, landingpage and quality score of the PPC account the search engine will decide the ads position and the amount to be payed every time a user clicks your ad.
Pay per click management is a somewhat timeconsuming process. Ads, searchwords and landingpages needs to be optimized on a monthly, weekly and sometimes even daily basis depending on the search volume. There are tools for managing pay per click programs more efficiently. In reality though the amount of search volume per keyword is never high enough (so its very rare that the sample is large enough for the program to make a good judgement) that most often the judgement of a human is needed anyway (especially when working with smaller markets such as Sweden this is more or less always true).
The most vital part for being successfull in searchenginemarketing is monitoring the campaigns with webanalytics tools to achieve the highest return with the monetary resources available.