Any kind of internet marketing needs to be factored into your business plan, tracked, analysed and adapted as necessary. Search Engine Optimisation and Pay Per Click Advertising are no exception and should be considered as an investment and offer you a measurable return on your capital – but how does it all work?
Prior to any campaign, keywords will be researched and suggested to make sure they are worth targeting. The search volume of each keyword or phrase is analysed, and using data and experience from previous campaigns, the expected ROI (return on investment) is worked out for each type of campaign. There are two main types of search advertising: natural search and paid search. Natural search comes under the title of search engine optimisation, where your ranking in search results is optimised from within your website and using content and coding. Paid search is generally pay per click advertising, using select phrases in ads that appear at the top of search results. Lost? Don’t worry, most companies employ search engine optimisation specialists to do all this for them.
The team here at IKROH are SEO specialists, and we deal with all the technical stuff, leaving you to concentrate on the daily running of your business. Our aim is to make sure that your investment works for you and that your company will clearly see the financial benefits. The formula we use is simple (well, simple to geeks like us): we use your projected profit-per-transaction, and our knowledge and experience of the conversion rate. We then take a percentage of the overall search volumes for each keyword or phrase. Once we have worked out the numbers we can give our clients a realistic idea of the return on investment – and we’ll do our best to make it happen.
As a company, IKROH is unique within the UK – we tend to do things a little differently than our competitors. Ethical and down-to-earth business is the key to our success. Let me explain: we only take on clients if they are not competitors to our current clients. So, for example, if you are a car hire company in Milton Keynes, you wouldn’t want us to also work with one of your competitors, improving their search ranking alongside yours. To us this seems unethical, and although it might be advantageous for us, it’s not in the interests of our clients. We never share information about any of our clients’ marketing activity or their company policies that are not already public knowledge – even in conversation. This is a big one that feels terribly unprofessional to us, but something you see on every commuter train every day, with businesspeople openly discussing information that should not be in the public domain.
So whether you’re a local Milton Keynes business looking for marketing help, or a national or international company wanting to boost your search ranking, book a meeting with us for friendly, realistic SEO advice.