Web Site Search Engine Optimization (SEO)
Obtaining high rankings in the natural search engine results is fundamentally linked to website design (layout, content, linking, metadata, etc.). Dannay Consulting assists clients in identifying keywords by which to "hone" the site design and content to optimize the site for the search engines. Because search engines view a webpage differently than a user, there are often compromises that must be made between designing for the search engines and designing for the target audience (online visitors). Dannay Consulting clarifies these tradeoffs and assists clients in making educated decisions. The search engines (e.g., the 3 largest in the US: Google, Yahoo, and MSN) are constantly updating their search algorithms. This means that it is virtually impossible to guarantee (and/or) maintain high result rankings. The result is that continual website "tweaking" should be a part of any website's maintenance plan where search engine rankings are key to the business.

Dannay Consulting offers website search engine optimization services and can incorporate "website updating" into a regular maintenance agreement. See Supporting Services.

Search Engine Marketing (SEM) - Sponsored Advertising Management
Sponsored advertising on the search engines results pages can complement natural search engine ranking results. Dannay Consulting works with clients to create a complete online advertising campaign. The process starts with recommending key words and establishing a budget. Dannay Consulting then creates the advertisements, defines the matching schemes, and recommends bid amounts. Because of the network of search engines and how the advertisements are displayed, Dannay Consulting recommends using both Yahoo and Google Adwords for sponsored ad campaigns. We work with both programs, know the pros and cons of each as well as how they have evolved over time. Both programs also offer the ability to track key actions on a website - for example, how many visitors come into the site through a sponsored ad and take a specific action (e.g., viewing of a certain page, or buying a product). Being able to track user behavior is critical to understanding how an advertisement is performing and to calculating your ROI.

Dannay Consulting offers the creation and management of client "search engine sponsored advertising campaigns". As part of this service, Dannay Consulting provides monthly reports on key statistics, including: site traffic, number of conversions (number of target actions that occur), average position of advertisement, CTR (click through rate), conversion rate, and cost per conversion. Other statistics are available as well as more frequent status reports (e.g., daily or weekly).