Website Promotion
In April 2007, searches made using Google represented over 65% of all searches made on the Internet - therefore making it twice as popular as all the other search engines combined. As a consequence Yammayap believes that it makes sense to focus its efforts and our customer's funds into Google related activities.
Natural search listings - where positions are based upon Google's own (frequently changing) algorithms such as number of links from other websites, amount of relevant content, absence of extraneous content, meta tags and website page structure / naming conventions
Pay-per-click (PPC) - where positions are based purely on who is prepared to pay the most to buy a particular keyword or key phrase. PPC (as its name suggests) charges according to the number of clicks through from the search results page to the client's website - NOT the number of times an advertisement is displayed. It is therefore important that PPC advertisements are carefully crafted to appeal to the target audience. Another factor to consider is WHERE in the PPC listings you wish to appear - many web users believe that advertisements that appear in PPC positions 1-3 above the main results list are natural listings and are not paid for at all (and are hence more likely to click upon them), whereas those appearing in PPC positions 4-6 are to the right and have lower click through rates.
Website Promotion Strategy
Bearing all of the above in mind, Yammayap recommends a balanced website promotion strategy containing the following elements (which are defined in more detail on the following pages)...
Natural search listings - where positions are based upon Google's own (frequently changing) algorithms such as number of links from other websites, amount of relevant content, absence of extraneous content, meta tags and website page structure / naming conventions
Pay-per-click (PPC) - where positions are based purely on who is prepared to pay the most to buy a particular keyword or key phrase. PPC (as its name suggests) charges according to the number of clicks through from the search results page to the client's website - NOT the number of times an advertisement is displayed. It is therefore important that PPC advertisements are carefully crafted to appeal to the target audience. Another factor to consider is WHERE in the PPC listings you wish to appear - many web users believe that advertisements that appear in PPC positions 1-3 above the main results list are natural listings and are not paid for at all (and are hence more likely to click upon them), whereas those appearing in PPC positions 4-6 are to the right and have lower click through rates.
Website Promotion Strategy
Bearing all of the above in mind, Yammayap recommends a balanced website promotion strategy containing the following elements (which are defined in more detail on the following pages)...
- Keyword definition - select the keywords / phrases to be applied to natural & PPC optimisation activities
- Meta data definition - select the keywords / phrases to be applied to specific website pages
- Google adwords strategy - the application of keywords / phrases to a pay-per-click campaign