Alberon Newsletter - June 2009

Search Engine Optimisation Tips

We all wish Search Engine Optimisation (SEO) was simply a matter of pulling a lever and watching our websites rocket to the top of the rankings. Unfortunately, it's not quite like that. It takes time to move up the search-ladder, the process is one of continuous monitoring and evolving within the needs of your marketplace. So, here are a few SEO tips for you to consider:

1. Keep your site fresh

The programs (or "bots" as they are generally known) that trawl the internet highly rate sites that are updated regularly, so add a news page or a blog. Keep it up-to-date, even if only weekly or monthly. It's a good idea to get a friend to review your site, they may spot out-of-date or 'stale' information that you'd never notice. We know of one company that asks every potential employee they interview to provide a written review of their website!

2. Don't be too ambitious

The World Wide Web is full of opportunities, but it is huge. Don't spread yourself too thinly. To effectively market your product or services, you need to be very focused. Be clear about what niche you are going for. For example, we like dealing with people face-to-face (we make nice coffee, too), so every page on the Alberon site has "Oxford" and "Oxfordshire" included in its content, as well as the title, so that local businesses will find us easily.

3. Find out what key-phrases people use to find you

The best way to do this is to use advanced web-reporting software. We use Google Analytics (it's free!). The reports will tell you what key-phrases are the most popular and effective. For example, a local Hockey club observed that people were typing "Under 16 hockey Oxford" into search engines. Until they realised this, they had always used the abbreviation "U16" for "Under 16" teams. It was an easy fix.

4. Find out which sites are referring visitors to you Once again, the best way to monitor this is web-reporting software. You need to ask yourself if the sites referring to you are good quality leads. Perhaps better, more widely used websites could be found? If a site is a particularly good source of leads then perhaps you should consider advertising with them? Also, Google Analytics (for example) will tell you how long people are spending on your site. This is a great measure of consumer commitment. In terms of the "Sales Funnel" (see Olga's nice diagram opposite), the longer a potential customer spends on your site the further into "the funnel" they are.

5. Consider Google AdWords for new sites

Google AdWords are the "Sponsored Links" that appear at the top right-hand-side of a Google search page. When using AdWords it is vital to be focused to minimise cost. For example, limit your marketing to the UK if it's appropriate; if you're a business-to-business organisation, only show your adverts during working hours. No amount of technology can replace good common sense! If any of your words are ambiguous - remember that a "plant" could be a Triffid, a factory, or a machine - make use of "negative keywords" to exclude the searches that are irrelevant (for example, not "JCB"). And don't be afraid to use your competitors' names. Check your chosen AdWords regularly to monitor click-through rates and control your spending: a penny spent here may be better spent there.

If you would like us to install Google Analytics on your site, or to advise you on how to use it most effectively, please contact us.

Project Spotlight: Little Bou Lucinda Hawley chose Alberon to build an e-commerce store for her new business. Little Bou sells stylish clothes for little boys from newborn up to four years. Read our Case Study

Chameleon Arts Wedding Music Website is launched

www.chameleon-wedding-music.co.uk enables you to search for musicians to play at your wedding, party, or event. Previously, Chameleon Arts had relied heavily on advertising in Yellow Pages; they wanted to move into online advertising and asked us to help.

The site was required to provide a directory of artists. Each artist had a biography and a musical repertoire, as well as sample audio-tracks, photographs, and videos. It was important that Chameleon could manage these artists and their media themselves. They wanted a clean, fresh look for the website that would appeal to young and old alike, while maintaining a classic, dependable feel. Search Engine Optimisation was also very important for them.

They chose Alberon because of our understanding of the Arts field, particularly with regard to classical and choral music, and our experience with Search Engine Optimisation.

We designed and built the customer-facing screens, database, and "backend" administration area. The administration area allows Chameleon to maintain the meta-data (data about data), including artist's images, audio-tracks, videos, and biography, as well as general events and news (among other things).

The next phase of development will include online administration for handling subscriptions and bookings.

For more information please read the case study.

Project Spotlight: The Oxford Editors Everyone has one in book in them, but how do you get it published? This is where The Oxford Editors can help. They asked us to build them a website that was elegant and attractive, and which they could easily maintain themselves. Read the Case Study

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