SEO Techniques

The main components of the Inspiration Search Engine Optimisation activity can be broadly divided into onsite optimisation techniques and offsite optimisation techniques.

Onsite optimisation

Meta Data editing and Optimisation of existing Content
Why: Editing the background page code (Meta Data) allows us to indicate to search engine spiders what a page is about and which keyword themes to associate the page as well as images it may contain.
Addition of Keyword targeted articles
Why: Each SEO article is written with the intention of promoting the company as well as increasing your Search Engine rankings for selected keywords. Each Keyword targeted page is an entry point into your website and the articles section intended to entice the user to click on the main navigation buttons for more information. I.E.: each article page is written as a short informative ‘pitch’.

Search Engine Spiders do not visit every website the same number of times in a given period. A website that has a lot of relevant copy and is regularly updated is more likely to be indexed often by the Search Engines. Search Engines such as Google are more likely to reward such a website with better rankings that a stagnant small website.

Traffic Analysis and Conversion tracking.
Why: We need to keep track of conversions in order to look into whether there is potential to improve the ‘call to action’ features on the website. Month to month trending of website visits and conversions is essential an part of an outcomes-based optimisation programme.
Hosting Factors for location based targeting
Why: Google uses the location of the hosting as well as the country domain level to associate a website with a certain region. For example a website that wishes to rank well in Search Engines for UK search will do best if it has a co.uk domain and is hosted on servers in the UK.

Offsite Optimisation

Google AdWords
Why: Also known as Pay per Click (PPC) – Google AdWords – can be used to generate traffic quickly. An AdWords budget is calculated outside of the online marketing budget and payments go directly towards Google.
LinkBuilding (creating inLinks to the client website from external online resources)
Why: inLinks from websites well ranked high traffic websites have the dual benefits of directing both potential clients and the search engine spiders to your website. inLinks are assessed by search engine spiders based on the both the text in the link and the page content in order to determine which keywords to associate with your website. When LinkBuilding is done correctly it results in increased traffic and better rankings for keywords. Although the initial Linkbuilding will focus on free resources it may be recommended that future consideration be given to paid directory submissions to article directory websites for keyword-specific link-backs. A written budget will be submitted should this time arise.
Community & Social Media Optimisation
Why: A few industries enjoy the benefit utilizing Social Media websites (YouTube, Bacebook, LinkedIn) for promotions and general online presence. Community websites such as manufacturing directories and other themed multi-user websites can be useful for establishing a websites’ online presence within specific industries. Whilst Social networking sites tend to be free, community websites tend to be priced differently according to industry.
Press Release Distribution
Why: Expanded media coverage utilising free press release solutions (in most cases) as well as the added benefit of creating more inLinks to the website as per above.
Email Marketing Software
Why: Comprehensive email delivery service which includes the software platform for email delivery and the expert design, technical and marketing services to support a professional communications programme. Clients can also opt to utilise the email marketing software inhouse.

Recent Web Development Projects

Web Design Portfolio

Through this website development project with Inspiration we have been able to reach international markets very cost effectively and to generate quality leads online.
We now have a robust, well designed and appealing online platform to enable our business to grow internationally across our key overseas markets. We are now averaging 12,000+ visits to our website per month thanks to a targeted, well-designed SEO campaign.

Marketing Manager, SmartGlass International
(January 2012)