Search Engine Marketing

“Search Engine Marketing is a form of internet marketing that promotes Web sites
by increasing their visibility on search engines”

a451 Web Positioning LLP, Forum House, Stirling Road, Chichester, West Sussex PO19 7DN
Tel 087 09 087 451 email: info@a451.co.uk

Search Engine Marketing

a451 Search Engine Marketing is committed to
attracting targeted traffic to your Web site and
converting it into business.

Through detailed research we get to know your business
and the industry in which you work, in order to get the
maximum commercial performance out of your Web
site.

Our approach is one of continual goal setting, focused
on getting the optimum return on investment out of
your Web site.

Since 2000 a451 has optimised in excess of 200 Web
sites across a wide spectrum of platforms. Clients range
from multi-nationals, national companies, online
retailers, hotel & travel sites and local businesses.

Our Search Engine Marketing Strategy
Maximise the visibility and awareness of your Web
site.

Maximise your Web site’s share of search engine
traffic.

Maximise the quality of Web site visitors.


The way we do it...

a451 has a range of search engine marketing services that
will attract targeted traffic to your Web site.

Our services include two main areas; Search Engine
Optimisation (SEO) and Pay Per Click (PPC). This enables
us to offer you a tailored SEM service specific to your
business.

a451 ’s SEM captures potential customers at the exact
moment that they are actively seeking what you have to
offer.

The a451 SEM service includes:

* Traffic and Search Engine Analysis
* Online Strategy
* Site Architecture
* Keyword Phase Analysis
* Targeted PPC Management
* Competitors Analysis
* Comprehensive Reporting
* Advising and Implementing on-going Goals and Targets
* Re-branding optimisation


Search Engine Optimisation (SEO)

Search Engine Optimisation is more than just a technical
service. At a451 we divide SEO into two different areas;
Site Architecture and Keyword Phrase Analysis.

Site Architecture
Our Site Architecture techniques are clearly laid out in a
Plan we produce for you at the outset of our service. The
Site Architecture Plan will cover all aspects of your Web
site structure to ensure search engines will find all the
information on your site.

The easier it is for search engines to find information on
your Web site the easier it will be for your potential
customers to find you and the products and services
they are looking for.

Some of the areas we address in detail are:
* Directory Structure
* Canonicalisation
* Search Engine Friendly URLs
* Navigation
* Site Map
* Google and Yahoo XML Site Maps
* robots.txt
* Google Analytics
* Google Webmaster Tools
* 404 error page
* 301 Redirects
* Loading Times

We only use techniques that are approved within the
guidelines of the search engines.


Keyword Phrase Analysis

The Keyword Phrases found on your Web site are
fundamental to high search engine rankings and traffic
levels. Our team will analyse your products and services
and then carry out in depth research to ensure we use
the Keyword Phrases that will get the optimum
conversions. We will advise you on integrating the
keyword phrases into the content of your Web site.

We produce a detailed Keyword Phrase map for you at
the outset of our service. a451 target keyword phrases
that will optimise the return on investment for your
Web site.

Keyword Phrase selection is an ongoing process. The
initial Keyword Phrase selection will be continually
reviewed to ensure they are attracting traffic. a451 use
a comprehensive selection of keyword tools so we can
constantly monitor and advise on the most popular
phrases.

There are Keyword Phrases that will be critical for your
Web site to be found on when searching. We define
'Focus' pages containing these keyword phrases and
target them for high rankings and traffic levels.


Pay Per Click Management

Our Pay Per Click Management (PPC) service uses a
range of PPC programs, the most popular being Google
AdWords, for fast paid search results. a451 has qualified
Google
AdWords professionals. Our approach is targeted and
focused on performance in order to constantly achieve
the optimum return on investment for your paid
campaigns.

a451 set-up and manage your PPC campaigns to
compliment the SEO service. We use highly targeted
campaigns to ensure your PPC budget achieves the
optimum sales performance.

PPC is the ideal solution for both long-term brand
awareness and short-term promotional campaigns.

Your PPC campaigns are actively managed by a451 with
complete history, traffic and conversion reporting
provided to the client on a monthly basis. We provide
on-going advice on improving the performance of your
campaign.


Search Management

Following the initial three month contract you have the
option to continue with our quarterly search
management service that includes detailed analysis,
comprehensive monthly reporting, informed advice and
timely implementation.

Our monthly report will include details of changes made
by a451 to your Web site during the month as well as
recommendations for changes such as new or additional
Keyword Phrases, additional content or pages as well as
any recent changes to the major search engine
algorithm that may affect your Web site.


Testimonials

“As a growing company the Web is a critical part of our overall marketing strategy. Ranking highly on search
engines for targeted keywords is critical for us. a451 took a comprehensive and professional approach to our
Web site and implemented changes that has resulted in a marked improvement in our online sales and the
overall cost of customer acquisition. We are very pleased with what a451 has achieved for us.”
Wendy Atkin-Smith
Managing Director - Viking River Cruise Line

“a451 is an excellent search marketing company and we have used them on the Sarova Web site for five years.
Their results focused approach match our needs to ensure we are getting the best return on our Web site in
terms of traffic and, more importantly, bookings.”
Sarisha Naidoo - Sarova Hotels

"We were very impressed with the professional and proactive way with which a451 approached the search
engine marketing of the UK part of the Thales website and when the Group’s global site was redesigned, it
made sense that a451 should continue to optimise the new site."
Jon Lunn
Head of External Communications - Thales UK

“Since using a451 we have seen significant growth in our online sales. We are very happy with their service
and would happily recommend them.”
Wendy Clarke
Web & Marketing Manager – Faces

"Covent Garden Life is a leading London portal so search engines are a very important source of traffic for us.
a451's Web Positioning has achieved excellent results for us and forms an important part of our over all
marketing strategy."
Terje Saelensminde
Chairman - Covent Garden Life

“We have been delighted by the skills of a451 in gaining our Web sites excellent positions with a variety of
leading search engines. a451 were recommended to us and we have no hesitation in passing that
recommendation on to others."
David Wallen
Communications Director- Live PR


Viking River Cruises Case Study

Industry: Travel and Tourism
Service: Full Search Engine Marketing (SEO and PPC)
Start of Contract: December 2007

BRIEF
• To target potential customers, primarily UK residents of the age 50 years plus
(otherwise known as ‘Silver Surfers’!).
• Increase their brand awareness.
• Viking were not solely looking for online sales. They wanted to use Search Engine
Marketing to increase their customer relationship database through gathering email
addresses of potential customers.

SOLUTION
a451 used both SEO and PPC together to compliment each other to increase Viking’s online presence:

• Analysis was carried out to find targeted keywords, such as “river cruises” to remain
competitive in the industry.
• The technical issues were dealt with via liaising with Viking’s Web Developers,
Monochrome. Additionally a451 gave advice on site structure and analysed data to
report back on how the Web site was working.
• PPC was used to increase brand awareness and remain competitive amongst the top
competitors, complimenting the SEO.
• Additionally used PPC for short term promotions.
• Online programs to analyse the figures and benchmark the site against its US sister
company.

a451’s on-going Search Management service monitors the online marketing effort, including; natural search,
PPC, email marketing and promotional campaigns.

RESULTS
Overall traffic to Viking River Cruises Web site has increased 300% since the outset of contract. Search traffic
has increased 449% since December 2007. Additionally, Viking River Cruises has Top Google positions for a
number of key phrases including the competitive phrase “river cruises”..

The PPC campaigns have a CTR (click through rate) of 19% with 10% of those continuing on to making an
enquiry, which has been increasing month-on-month. The campaigns have achieved the benchmark conver-
sion rate set by the sister company in the USA.


Search Engine Marketing

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