GWS Media
Tel: 0117 9724835
Marketing & Promotion - Search Engine Promotion
Organic search engine promotion is a key part of the online marketing services offered by GWS. This means that we create visibility for a web site in standard searches where the most relevant sites are displayed, rather than in the paid or sponsored links.
Organic search engine optimization is based on content and keyword relevancy, and involves building content and natural links using a wide variety of methods.
How does Google rank sites?
Search engines, including Google, rank web sites on many different factors, but the strength of their incoming links and the original content they contain are two of the key ones. The authority and credibility of a site is enormously important, and promotion work will boost that. GWS works to increase the overall visibility of our clients on the internet, and establish connections that will increase traffic and qualified visitors. Where appropriate we also use social media (such as Twitter and Facebook) to create extra exposure. These are increasingly seen as valuable by search engines like Google, and they not only offer opportunities to initiate conversations and generate interest and awareness in their own right, but also have beneficial effects on how your web site is rated and placed in search engine results.
Search engines want to show visitors the best results, and have developed sophisticated ways to favour high quality sites: they can't be tricked by short cuts, or by repetition of phrases or content. The algorithms that search engines use to process information principally assess relevance based on the content that humans (as opposed to computers) will see on a page and the links that searchers will follow to a page.
For a website to be highly ranked, it needs to have a number of features that demonstrate its authority and importance, including well-established links from other relevant and significant sites. Rich original text content is particularly valuable, multimedia and interactive features are important, and regularly updated sites are often favoured by Google.
Lower costs, more traffic
Organic promotion has lower medium-term costs to the alternatives, and leads to more traffic and click-throughs, because people tend to trust the standard search results much more than those that are a result of sponsored or paid-advertising. The emphasis on relevancy and quality means that organic results are considered more relevant. Furthermore, organic SEO and promotion plays an important role in the branding of a company, as visibility under relevant search terms establishes an important connection between a business and its services. Securing a high rank on search engines through this process can dramatically increase the perceived importance and credibility of a company, and crucially can offer smaller and medium businesses the opportunity to compete with larger rivals.
Organic search engine promotion is almost always a better investment than paid advertising in the medium term, but sometimes paid advertising (pay-per-click) needs to be run alongside it to ensure your site gets instant visibility. Building valuable links can take some months to achieve, but will then protect you from the ongoing cost increases that have been a feature of Pay-per-click advertising in the most popular search engines. Search engine results achieved through organic SEO are long-lasting and tend to offer excellent conversion rates, which means more customers for your business. For this reason, SEO is an ideal marketing tool for any business with an online presence.
