SEM+SEA+SEO.

Your website is built.

Now what?

Search Engine Optimisation (SEO) is the process of making your website more visible to people who are using search engines to look for your product, brand, or services by achieving a higher ranking in search results.

Whilst building a Website with the correct structure and content aids the process of website visibility, it's important to consider search engine performance is an ongoing and important facet of your digital strategy.

SEO & Advertising

An introduction to SEM, SEA & SEO.

A proper SEO plan should group all marketing strategies related to the searching processes and include a SEM focus to cover paid search queries and other traffic sources such as social media.

Any measures that involve paying to place ads in search engines (eg. Google) are grouped together under SEA (Search Engine Advertising). So, the SEM area is made up of both SEA and SEO.

SEA involves paying for your website to be listed in the display area of a search engine when particular search queries or phrases are entered.

Gasoline Media will discuss with the benefits of deploying these ads for your business.  Effective ad placement relies on collecting and reviewing the data collected by your statistic packages, adjusting and reacting to your customer searches, needs and events.  Gasoline Media will work with you to ensure more of your paid clicks convert into actionable event with your prospective customer- such as online purchases, data collection or live interaction with you via online messaging or telephone.

Gasoline Media will be able to provide local and focused information for parties interested in advertising to Ballarat, Melbourne and Geelong / Surf Coast markets based on our previous experience and understanding of these markets.

Why bother with SEM?

By optimising your website for search engines, not only can you improve its ranking, and thus be found by potential customers more easily, but you can also create a better and faster user experience.

That is the key to SEO: you are optimising for your visitors, not just for search engines.

SEO should never end.

Successful search engine optimisation does not consist of short-term actions to achieve good rankings rapidly. Rather, SEO is a constant process, in which you are continually changing and refining your website content. These changes are important because search engines are regularly upgrading and changing their criteria for high rankings.

Key Criteria

There are two key criteria which help search engines to classify websites:

1. The website’s content

When they are indexing websites, the search engines’ bots scan every one of a site’s URLs and look for the starting points of the topics that are covered. They also browse the HTML code for metadata such as particular tags or markups, so that the search engine bot can determine the relevance of individual pages to particular subjects.

2. Links to the website

While search engine bots are scanning websites for indexing purposes, they also look for links to other websites. The more high-quality inbound links the website has, the greater its link authority. In theory, every inbound link counts as a positive recommendation for a website. However, it is not the quantity of inbound links that plays the biggest role for search engines; it’s quality.

What’s required to achieve a better ranking?

It’s not difficult to ensure that your website will be indexed by a search engine. But it can be tricky to ensure that it is listed in association with specific keywords.

Search engines rank your website on a variety of factors that are often changing and evolving - our team continue to monitor your sites rank, authority, relevance and technical issues - adjusting our strategy based on the data we review.

Gasoline will perform the following functions:
  • Check regularly on your website’s rank and positions in the SERPs in order to assess whether SEO measures are having an effect, and/or areas of improvement.
  • Monitor the rankings & performance of keywords we define as being important to delivering qualified traffic to your website
  • Identify and review competitors. Monitor their performance and rankings for similar keywords and search phrases.
  • Identify new opportunities for keywords and searches based on information gathered from competitors, paid listings and search trends.

SEO + Social.

Search engines also take into account the traffic generated by links from social networks. It is assumed that these “social signals” influence a website’s ranking at least when search queries relate to something current.

You should not only use social networks to acquire potential new customers, generate leads and build brand awareness, but also keep in mind the SEO benefits of having a brand presence on social networks.

You Need A Blog.

Set up a Blog (News Feed)

Blogging is a powerful way to achieve better rankings for keywords and to educate your audience.

Blog posts can be configured to cross post to your social media platforms increasing the reach of your media and encouraging your customers to share your content with their networks.

A blog post ultimately becomes a new web page that can be indexed by search engines and found by your target audience. Working with Gasoline Media design and marketing experts to create events and calls to action to engage with your visitors.

Blog Post Ideas

Need some suggestions for your own website? Give these topics a try and build some blog posts around these suggestions.

  • 1 What are the benefits of [PRODUCT]?
  • 2 How can [PRODUCT] save you money, time and the environment.
  • 3 Take a look at our latest [PRODUCT] with our [TEAM MEMBER] - Video
  • 4 Hear from [CUSTOMER] on how the [PRODUCT] helped them
  • 5 Maintaining the [PRODUCT] - See how easy it is to [DO TASK]

Other Potential Assets

  • Create ebooks / Sales Brochure which can be shared by your customers. “A Visual Guide to Products”
  • Striking infographics for social networks, blog and product pages.
  • Create ecommerce functions and offer products or informative videos that you share on your blog.

Competition Plan.

Mini Sites & Landing Pages

Create and deploy focused landing pages for your campaigns, products or services.  Provide a seamless user experience for your customers to engage with your digital campaigns.

Results Tracking

Tracking your site using our Agency accounts on industry accepted tools and data sets. This will allow us to monitor the impacts of any of the above campaigns. Regular updates and information will be provided to the client via email, in personal meetings and discussion.

Whilst this data is not the be all and end all for website optimisation it does provide us with a lot of relevant information, ideas and suggestions to improve. It also provides similar information on your competitors - including competitors who are currently deploying paid advertising campaigns on search engines allowing Gasoline Media and the client to react to competitor behavior.

Keyword & Site Monitoring

Gasoline Media can generate search result of your competition keyword performance  Gasoline Media engages with a variety of software platforms that provide our team with powerful analytics that enables us to monitor and investigate your competitors website and search performance to ensure your search terms and site structure are relevant and continue to match or exceed those of your competition.