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How We Promote Your Business
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 SCS reviews potential keyword phrases used by searchers. We look for keywords that are specific enough to minimize competition yet broad enough to attract a meaningful number of clients. Usually this means about six, typically geographically-specific, keywords. An example keyword phrase for a bicycle retailer located in Bend, Oregon might include Bend Oregon Bike Shop. We use an effective array of software to find how many users are searching for each particular keyword phrase and how competitive those phrases are. |
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We improve your website’s ability to use search engine spiders (spiders are the software robots that the search engines use to crawl the World Wide Web). Many of the website changes we will suggest to you (or your webmaster) are visually insignificant. SCS does not redesign the website; we only improve its search engine optimization. Examples of effective changes we might suggest: use specific keywords in your text to focus your message, add meaningful text to graphics, and provide constructive headings. |
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We will make suggestions on how to deploy a focused marketing effort in other areas of your business to support this campaign. Our suggestions will range from enhancing the signature you use on your outgoing emails to the information on your business cards. The key to spending a minimal amount of marketing dollars to get maximum customer attention is to make sure your message is lean and consistent. |
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The single most important method for improving your search engine ranking is to place your URL (i.e., www.mybusiness.com) on others’ websites. SCS uses specialized software to find these relevant websites. Sometimes we write a letter of introduction requesting a site to add your website. For some websites, this is free. Other websites charge a fee, in which case we will recommend which sites to pay for. Others may ask for reciprocity on your website. Whatever the method, we make sure you get out there. |
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SCS will write an average of one press release promoting your business every other month. Press releases are a way to get search engines and potential customers to know about you. We publish these press releases through multiple online PR distributors. The releases may contain stories about a charitable cause that you were involved with, an award you won, or a certification that you received. Internet press releases help establish legitimacy for your keywords. Therefore next time you do something interesting, let us know! |
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We ensure that the search engines know who you are and where you are located. For example, we submit your business information to Google maps, Yahoo maps, and MSN maps. Blogs are also a new but popular method for distributing information, as is a simple emailed newsletter. If you write a blog or newsletter, we tell you how include simple things to support your web marketing campaign. This world is constantly changing and we adjust our strategy to use these and other novel methods of promotion. |
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 ‘AdWords’ are what makes Google’s stock worth so much. These are the “sponsored” or pay-per-click advertisements you see to the right of a Google search; they also appear on sites like foodnetwork.com, nytimes.com, howstuffworks.com and aol.com, depending on how relevant the ads are to their content. You pay only for those searches that people click on. While our ultimate goal is to increase your ranking on the normal or organic search areas, this takes time. In the intervening months, while your search engine ranking improves, AdWords can give your business a boost. It also does something equally important. It lets us learn what people are most interested in. When we develop your AdWords ads we use multiple variations. Using our Bend bike shop example, we may find that people are most interested in reviews on road bicycles because that ad received the highest number of clicks (“Best Bike Reviews for Bend Oregon Bicycle Riders” – www.mybusiness.com). With information and metrics from AdWords we can hone our keywords and your website to attract more customers. |
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Lastly, SCS reports on how well the campaign is doing. Each month we summarize the past month’s results. We show the ranking of our keywords for the three major search engines – Google, Yahoo, and MSN. We provide a list of websites your URL has been added to. We suggest which paid-for sites you should invest in. We show where your press releases have appeared. We also suggest changes to your website that we feel are important, and, with your permission, we will often make those changes for you. |
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“ The trains unlocked the West and the automobile launched the suburbs. But the internet
has opened up the world.”
Sam Handelman, owner of
Search Consulting Services (SCS).
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