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Friday, January 27th, 2012, by Steve Masters
If you haven’t heard of Pinterest, it does what it says on the tin – a virtual pinboard of interesting things. You find something you like, you Pin it to one of your Boards for others to see, comment on [...]
Thursday, January 26th, 2012, by Ellie Bain
Winning awards that recognise your expertise, quality of service and overall brilliance as a group of people are fantastic for supporting your PR, reinforcing your industry credibility, and helping win new business. But no-one ever talks about the anguish of [...]
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Friday, January 27th, 2012, by David Howells
Twitter and Facebook users have been urged to think carefully about their social media content before pressing 'send', Oxford University professors have urged.A study commissioned by Holocaust Memorial Day )undertaken by academics [...]
Friday, January 27th, 2012, by David Howells
Both Twitter and the FBI have unveiled plans to monitor social media content, guardian.co.uk reports.The FBI has unveiled its plans to "scrape" information form social networking sites, then plot the [...]
Welcome to Vertical Leap, the home of Content-driven Search Marketing. Here is a quick overview of our approach and why you need it to succeed online.
Search is the element of marketing that focuses on people using the internet to find the products, services and information they require. Search marketing is essential for your business; you need it to achieve website visibility, so your target market can locate you.
There are two traditional main elements to search marketing: search engine optimisation - SEO (sometimes called ‘natural’ or ‘organic’), and pay per click - PPC (often called ‘paid search’).Both are based on keywords you choose to target in your SEO and PPC campaigns.
In addition to SEO and PPC, we use Content as the single most effective method of boosting the impact of your website, through search engines and social media. More on this later.
When your prospective customers use the search engines to find specific products or services, the results that are returned will feature both organic and paid listings.
The higher your website appears in these listings (rankings), the more traffic you will attract to your website. Rankings are determined by the search engine algorithms; a combination of complex criteria by which the quality of your website is assessed. No-one knows exactly how websites are ranked by search engines such as Google, so beware any search marketing companies that offer guarantees on number one rankings in just one month! One of the biggest myths of search marketing is guarantees on traffic volume and high rankings for keywords. That said, we can make some reasonable assumptions on what the search engines value in a website.
From our experience in the industry, we know that search engines look for relevance, authority, and high quality content. Well constructed, easy to use websites that contain plenty of useful content relating to the business are more likely to achieve high rankings.
To attain high organic rankings you need an experienced SEO company. Good SEO is not based on quick wins, it is a long term investment in the success of your website, and includes constant testing, adjusting and refining. SEO looks at all the details of your website; on-page content, structure, usability and technical architecture. It also focuses on off-page elements, such as guest blogging and links to complementary sites. All this together ensures your site is relevant, authoritative and high value.
PPC is the method of paying the search engines to show an ad with intention of attracting web users to your website. PPC offers businesses rapid results, as it is quick to set up and can start delivering right away. It is very simple to create an account to manage a PPC campaign, but it requires knowledge and experience to make sure your budget is not wasted and your website gets the traffic required. High ad positions for your PPC campaign are based on how you bid for your keywords and the quality of your ads. There are many measures for PPC campaigns, cost per click (CPC), cost per acquisition (CPA) and click through rates, all of which help determine how you adjust and refine your campaign. At Vertical Leap we use all this data, but the most important indicator for PPC success is your return on investment.
Our Content marketing services are based on the creation and implementation of high quality, unique content researched and written by our in-house team of professional journalists. Adding news, evergreen and social content to your website and social media pages supports your authority, boosts your search engine appeal and builds customer loyalty.
Vertical Leap has been delivering superlative search marketing services to customers for ten years. Our content-driven approach to search marketing is the only way businesses can achieve the reach, results and return they need to dominate search for their industry.