Search Engine Optimization (SEO) & Search Engine Marketing (SEM)

Overview

Research shows that your website can achieve significantly higher visitor traffic by raising your site ranking on search engine results. This can be done “naturally” via optimizing your site design and code for the search engines, also known as Search Engine Optimization (SEO), and/or by “buying” a ranking via a sponsored advertisement, that is Search Engine Marketing (SEM).

Dannay Consulting offers a customized “search engine strategy” that will significantly increase traffic to your website by combining both Search Engine Optimization and Search Engine Marketing. We will work with you to define specific, measurable goals (increase sales, leads, downloads, etc.). With those goals in mind, we will analyze your existing website and make design recommendations for “natural” ranking improvements, and we will create a online marketing strategy and advertising campaign. After implementation, we will provide regular reports on site traffic, search engine results and marketing campaign progress.

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 Bing) 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.

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”. We are familiar with Google AdwordsGoogle Grants (for nonprofits), and Bing Advertising programs. 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).