Internet Marketing: How we work

It may sound obvious, but the person most likely to buy from you is the one actively looking for the products you supply. The majority of product searches today are initiated via an internet search engine.  This makes it essential that your company, rather than a direct competitor, appears prominently in the search results for your products and services.

The process of improving your search results, known as Search Engine Optimisation or SEO, need not be a daunting task.  It does, however, take time and effort.

Entala will work with you to define a professional SEO strategy that you can execute yourself or that we will execute on your behalf.  Whether you are simply looking for an assessment and some SEO pointers to cover the basics or a full-blown SEO campaign Entala has a package to suit.

At a high level, our approach is broken down into the following 5 steps:

Step 1:  Assessment

We perform a full structural report on your website, look into the analytics history and assess your current status with each of the major search engines.

Step 2:  Define SEO Strategy

We get to know your business and your expectations for the campaign. We clearly explain the different options available (organic SEO, Pay-per-click, combined approach) the advantages/disadvantages of each and decide on the scope.  Next we define how we will measure success. The result is an SEO strategy tailored to your business.

Step 3:  Research

This is a time consuming but critical process in any SEO undertaking.  The level and depth of the research performed will determine the success of the overall campaign.

Keyword Research
Entala has tools enabling the analysis of UK specific search data further narrowed to individual regions.  Keyword research is as much an art as a science but with the right tools and experience plus an ability to think out-of-the box it is possible to identify ideal keywords and, in many cases, open up whole new markets. 

Link Research
Google is by far the most popular search engine in use today with almost 60% of global traffic.  A key factor in determining Google’s page rankings for a site is the number of inbound links and the quality of those links. In other words, how many people are linking to you and are these from reputable, relevant sources.  Link research is about identifying the most appropriate sources of links for your site (eg directories, publications, vendors).

Competitor Research
A great deal can be learnt from competitors and an understanding of their SEO efforts is essential if you are to pick the battles you are likely to win.

Step 4:  Execute

Using the assessment defined in Step 1, the strategy defined in Step 2 and research from  Step 3 we are now ready to execute the campaign. 

Step 5:  Monitor Success

SEO is not a one-off event but an ongoing process.  Tracking and reporting on success, ongoing link building, competitor assessment, new products, ideas and keywords all need careful monitoring and updating.  Entala can teach you the skills necessary or would be pleased to run these tasks for you.

Please note that Entala use entirely ethical SEO techniques.  We cannot guarantee positions in Google – no-one can without resorting to techniques that are likely to get your company blacklisted.

If you would like to talk over any aspect of this with one of our consultants please contact us, we would be pleased to hear from you.