Web Promotion (aka SEO / SEM) …
Getting Leads From Google Search

Web Promotion (aka SEO / SEM)The process of getting your website highly ranked in the Google search results is what we refer to as Web Promotion, also known in the industry as Search Engine Optimisation (SEO) or Search Engine Marketing (SEM).

Thea reason web promotion is so important is because the higher you show up in the search results, generally the more people that click through to your website. This means more people seeing your marketing message on your website, which means more leads and sales from people taking action based on what they see on your website.

Web Promotion (or SEO / SEM) is not something you do once and that’s it unfortunately and there’s a couple of key reasons why. First up, Google is continuously making changes how it ranks pages in the search results, plus you competitors are always wanting to get more leads so they too want to be ranked higher in the search results and are actively campaigning to do so. If you only run a web promotion campaign for a short period of time then any results you see will likely be short lived and they’ll decrease over time as your competitors take over your positions as they continue to market themselves.

The reason web promotion is often referred to as SEO in the industry is because part of the process involves optimising your website for the search engines:

  • This first part of the process of optimising your website for the search engines (primarily Google if you’re mainly targeting as New Zealand audience) is also called On Page SEO because it involves optimising each page of your website.
  • Next up is marketing your website, often referred to in the industry as Search Engine Marketing (SEM) or Off Page SEO. This process is all about getting other websites to promote your website and have you seen as the authority on your particular topic. This is done with links from these website back to your website with mentions of the search terms (keywords) you want to get found for in the search results.

Generalising here, the greater the quality and quantity of these links back to your site, the more favorably Google looks upon your site. Think of it this way, if lots of others who are authorities on a subject suggest that people who want to know more about the subject go and check you out, well, then you must be the uber authority on the subject. This is in essence how Google look at all the different types and sources of links to your site to determine if you are the authority on the subject and thus if you should be at the top of the search results.

This web promotion stuff is rocket science, even though for many it appears to be a black art. Why we excel at this is that we are continuously testing what works with our own sites before we unleash the strategies for our clients to benefit from. We also systemise the process to ensure what any of our team do is repeatable for other clients.