Search Engine Marketing / Internet Marketing

Let us tell you a story...

Once upon a time, there was a web site that sold shoes for extra wide and extra big feet (true story). Business was brisk; they had an excellent ranking on Google. Life was good.

The proprietor hired lots of elves to help him ship the big and wide shoes. He was expecting a banner holiday season. One dark day in early November the orders stopped.

The elves scratched their heads and wondered what had happened. It took only a short time before one of the elves checked their formerly golden keyword phrase, "big and wide shoes" on Google. To their horror and surprise their site didn't appear. Gone. Vamoosed.

No new shoes for the proprietor's children that year, just big and wide ones.

So — the moral of the story — search engines can make or break your business. Search engine strategy is central to any project that requires visibility. We offer a number of products and services to support this. It is not an afterthought at ArcStone; it is naturally built into every site we create.

Web Analytics

Analyzing your site traffic and intelligently responding is critical. Web analytics allows you to track the number of visitors, where they're clicking, and how long they stay. This information illuminates the functional areas of your website — showing what works well and what's falling short. We use a number of analytical tools depending on your needs and budget, including Google Analytics and ClickTracks.

Search Engine Optimization

(A subset of SEM – confusing, yes; impossible, no)

There is much more to search engine optimization (SEO) than keyword placement. When we develop our SEO strategy, what we need from you is clear, definable objectives. Which keywords should you optimize? Which keywords are competitive? Which keywords will your audience search for? ArcStone's SEO team will do extensive keyword and competitor analysis to determine which SEO strategy will best suit your needs. From there we can begin improving your site using:

  • Information architecture
  • Content optimization
  • Link building
  • Results-oriented tracking
  • Review
  • Ongoing refinement
  • Keyword-Oriented Copy Writing

Pay-Per-Click Advertising Campaigns

A pay-per-click (PPC) campaign generates traffic to a web site and improves natural search results. Once a pay-per-click ad is placed, each ad's performance is carefully monitored, enabling ArcStone make adjustments over time that will generate maximum results. ArcStone currently uses two Pay-Per-Click programs:

  • Google Adwords
  • Yahoo Search Marketing (formerly Overture)

Paid Inclusion

Paid inclusion is basically advertising directly on a site — usually done via negotiation with the site owner or network. These ads must be managed by tracking click-throughs and conversions to make sure that the advertising is working. This work requires some technical expertise to track the data, set-up the database and run the reporting. ArcStone can take care of this for you as part of your Internet and search engine marketing.

Internet Marketing Consulting

ArcStone offers a variety of packages ranging from multi-year campaigns to a one time site audit and consultation. We are happy to take a look at your site and give you our impression at no charge – we promise to be polite (and informative). Please contact us for more information.

Contact us to learn more about search engine optimization, search engine marketing, and internet marketing.

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