search engine optimisation

As search marketing is becoming an increasingly important component of the online marketing mix, the competition for top rankings on SERPs (search engine results pages) is becoming increasingly fierce. Taglab offers a range of services to help maintain a site’s optimal search engine presence, covering both Organic Search (regular search results) and Search Advertising (sponsored links).

Organic Search

It is not possible to guarantee top rankings in organic search results - due to the widespread use of search engine optimisation techniques in the market today, there is extreme competition. There are a number of practical techniques that can be employed to ensure that your site is achieving the best possible placement, however, it’s worth noting that no amount of search engine optimisation is a replacement for good quality, well presented content.

• Search Engine Performance Review
  An in-depth study into a site’s positioning on major search engines & directories, and linking strategies, with recommendations for remedial action where necessary. This service is suitable for an existing site that has been live for at least three months and has poor presence on SERPs.
• Linking strategy and implementation
  For a good positioning on Google SERPs, it is essential to have a high “PageRank”. A high PageRank can be achieved through the implementation of a Linking Strategy. The number of links to your site is compared with that of high-performing competitor sites in order to determine the quantity and nature of links that will be required in order to improve your ranking. Typically, a Linking Strategy will involve submitting a site to hundreds of independent directories and setting up reciprocal links with relevant 3rd party sites.
• Keyword Research and Development
  In order to plan an efficient and effective search engine campaign, it’s essential to determine your target keywords – usually based upon a combination of keyword popularity (the number of people searching for a given keyword) and relevance (how relevant a given keyword is to your site content / products and services). Since it’s more effective to target a limited number of keywords for any given site, it’s essential to determine the right keywords. This service involves the use of a number of techniques to compile a shortlist of keywords, ranked in order of importance. This list is then used for: site optimisation, SEO microsites and search engine advertising (see below).
• Competitor Activity Research
  Where a competitor site is consistently outperforming your site, this service provides a means of identifying which techniques that site is employing before determining the most appropriate strategy in response.
• Site Optimisation
  When Taglab develops a new website, we always build our sites using best practice in search engine optimisation. However, we also provide a consultancy service for sites developed by 3rd parties that are not ranking highly on SERPs. This service includes developing meta data (page titles, keywords and descriptions), optimising site code for standards compliance and amending site copy to include target keywords.
• SEO Microsites
  Developed separately from a client’s main site, the main purpose of an SEO Microsite is to focus on a subset of target keywords, for example, keywords relating to a specific product, rather than your entire product range, in order to generate more targeted relevance. This technique can often achieve higher ranking than is possible on the main site, which is usually more generalised in subject matter. It can also potentially increase the PageRank of your main site. SEO Microsites are also a useful technique where it is not possible to optimise the main site (see above) for technical reasons.

Search Engine Advertising

Pay for Performance (P4P) Campaign Setup

Usually undertaken after Keyword Research and Development (see above) is completed, this service involves writing individual search engine ads for each target keyword – adapting the copy to meet the varying editorial guidelines for each search engine, and then entering the data into each media owner’s system. Sites usually include Google Adwords; Yahoo! Search Marketing (Formally Overture); Miva, Mirago, Looksmart and Limey Search.

P4P Campaign Management

P4P advertising platforms employ a “bidding” system, where advertisers compete against each other in a bidding war for the highest ranked placements on SERPs. Since the bidding marketplace tends to be volatile, it must be actively managed in order to ensure optimal bid price and placement. This service encompasses the planning of a bidding strategy, which is initially agreed with the client, and then its ongoing implementation. Manual adjustment of bids is then required in order to account for changes in the market.