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SEARCH ENGINE MARKETING
Natural (organic) search engine coverage for your website is often regarded as the 'Holy Grail' of any Internet marketing campaign. The key is too keep it simple, make your website architecture valid, logical, accessible, popular and adhering to the latest search engine compliancy rules. Whether your site is static or dynamically generated 'on the fly' if these basic rules are followed and all unethical 'black hat' practices avoided a good strong web presence will result creating the foundation to integrate further components of the online marketing mix. |
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| Altum has a vast amount of experience ensuring your SEM campaign is efficient, compliant and easily read by the major search engines. |
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Pay per click (PPC) advertising has boomed over the past few years, currently in the UK Google has 80% of the online PPC budget* (BBC 12th Jan 2008). The main advantages of using PPC is speed, whilst natural search engine positions are clicked far more times than sponsored results, PPC adverts can be visible in 1 hour making them good for seasonal changes, product launches, special offers and events.
In order to run an efficient PPC campaign a number of management techniques need to be employed to maximise return and keep budgets under control these include; keyword research, copywriting, click stream analysis, copy testing and cost per conversion analysis.
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