Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via “natural” (”organic” or “algorithmic”) search results for targeted keywords.
Usually, the earlier a site is presented in the Search Engine Results Pages (SERPS) or the higher it “ranks”, the more searchers will visit that site. SEO can also target different kinds of searches, including image search, local search, and industry-specific vertical search engines.
Search Engine Marketing
For Search Engine People, this service primarily refers to the management of Pay Per Click (PPC) campaigns in major search engines (Google, Yahoo, MSN).
The term “Search Engine Marketing” covers the spectrum of activities involved including: managing paid listings at the search engines, submitting sites to directories, and developing online marketing strategies for businesses, organizations, and individuals.
Pay Per Click
Pay per click (PPC) is an Internet advertising model used on search engines.
With search engines, advertisers typically bid on keyword phrases relevant to their target market. When a user types a keyword query matching an advertiser’s keyword list, or views a webpage with relevant content, the advertisements may be displayed. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above the “natural” or organic results on search engine results pages, or anywhere a webmaster or blogger chooses on a content page.
Content websites commonly charge a fixed price for a click rather than use a bidding mechanism.
Although many PPC providers exist, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the largest network operators as of 2007. Minimum prices per click, often referred to as costs per click (CPC), vary depending on the search engine and the level of competition for a particular phrase or keyword list—with some CPCs as low as US$0.01. Very popular search terms can cost much more on popular search engines.
Social Media Marketing
Social media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other people. The term most often refers to activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and “building” of shared meaning among communities, as people share their stories and experiences.
Search Engine People has turned this concept into a marketing channel by “pushing” valuable content out through Social Media networks (such as Sphinn, Stumble Upon, Digg, Hugg, etc.) in order to drive traffic to client sites. This not only serves to build brand awareness, but also often drives natural link development (which contributes to overall SEO goals).
Reputation Management
Reputation Management is the process of tracking a company’s actions, and/or other people’s opinions about an organization, and then reacting to such significant findings in the most appropriate manner to minimize the negative impact on the client organization. Online or Search Engine Reputation Management (ORM or SERM) is the process of preventing or removing such issues from the search results of major search engines.
Reputation Technologies has taken Search Engine Reputation Management to the next level by introducing a concept called Pre-emptive Reputation Management, which is designed to prevent reputation management fiascos from ranking for important terms. While preventing reputation management issues is always the ideal solution, Pre-emptive Reputation Management solutions often aide in defending against unreasonable or unwarranted attacks.
Usability
Web usability is an approach to make web sites easy to use for an end-user, without requiring her (or him) to undergo any specialized training. The user should be able to intuitively relate the actions he needs to perform on the web page, with other interactions he sees in the general domain of life e.g. press of a button leads to some action.
The central goals to usability exercises are to improve site conversion rates by helping users easily navigate their way through a site to find information they are seeking.
Most usability reviews will focus on the following elements:
1. Present the information to the user in a clear and concise way.
2. To give the correct choices to the users, in a very obvious way.
3. To remove any ambiguity regarding the consequences of an action e.g. clicking on delete/remove/purchase.
4. Put the most important thing in the right place on a web page or a web application.
Authority Building
Authority building is the practice of helping companies establish themselves as ‘authorities’ for given topics or industries by creating ‘authoritative’ content.
The benefits of being viewed and perceived as an authority are numerous including (a) more direct sales and leads (b) more opportunities for free promotion and (c) improved rankings in the search results. In fact, Authority Building is often viewed as the next stage of evolution beyond SEO.
Search Engine People is a leader in the field of Authority Building, and is widely recognized as one of the founders of the concept.
Google Analytics Services
Google Analytics is backend software that helps you find out what keywords attract your most desirable prospects, what advertising copy pulled the most responses, and what landing pages and content make the most money for you.
Campaign Tracking
Campaign tracking variables are identifiers which you attach to the hyperlinks leading to your website. They enable you to uniquely identify all of your hyperlinks, and view reports on the activity on your website generated by those links.
For example, if you include links to your website in an email newsletter, you can attach variables at the end of each link. When a user clicks on a link, your reports will show you on which link he clicked, as well as which newsletter contained that link.
What is Engineering Image?
According to Webster’s dictionary, engineering is defined as calculated manipulation of direction by planning with skill and craft. Image is defined as portraying something in a vivid and tangible manner.
Put together, we here at the Reputation Management group define what we do as Engineering Image — that is to say we plan with skill and craft the most strategic ways to portray your company in a vivid and tangible manner. We do so in ways that will set you apart from your competition - leaving a lasting impression with your customers.
“If I could remember your name, I’d ask you where I left my keys,” is a humorous but very true adage regarding value of name recognition. The goal of an effective communications campaign is not only about remembering your company’s name - its about having your customers understand who you are, what you do and how you do it better than your competition. At The Reputation Management Group we’ll apply our industry experience, press relationships, compelling strategies and high impact programs to engineer your company’s image into one that will be first in the minds of your customers.
Why Reputation Management?
“She had lost the art of conversation, but not, unfortunately, the ability to speak.” George Bernard Shaw
As the quote above implies, there are a lot of public relations companies out there with the ability to speak, but few who are really adept at the art of conversation on technology.
At the Reputation Management Group, we know technology and we know the technology press. Our experience in the market has made us truly skilled in the “art” of technology conversation. Because our focus is public relations for the technology industry, we know the true market influencers and what to say to interest those who really have their finger on the pulse of your industry. We’ve developed a targeted approach to gaining exposure in the publications that technology customers are referencing in their buying decisions.
When you get down to it — public relations is the process of reputation management. It’s the strategic management of how your good name - often your most valuable asset - is used, branded and publicized. It’s the skill to be able to speak to the press about the subjects of interest to them and the ability to educate and enlighten them with ideas and information they may not have previously considered. It’s sharing key information about your company with those who have influence in the market and the ear of your potential customers.
How are Public Relations and Advertising Different?
Public relations activities and advertising are often confused. They are both important elements in a comprehensive effort to educate the market about your company and service — however, they are very different.
A good way to remember the difference is that advertising is a paid endorsement — an ad that a company purchases in a publication in order to gain exposure for its product or service with a targeted audience. The ad runs when a company says it should, as often as the company says it should and says exactly what the company wants it to say. However, because it is a paid-for endorsement, it carries much less credibility than the editorial exposure achieved through public relations activities.
Public Relations enlists the editorial portion of publications to share information about a client’s products and services by developing close working relationships with editors and educating (and ultimately convincing) them that your company’s product or service is worth telling the industry about. Editorial coverage is extremely valuable because it is considered as an unbiased third-party endorsement. In other words, no one forces a reporter or editor to write about a product or service. It’s generally accepted that if someone decides to cover a company’s offering, it is due to the merits of the product or service and its value in the marketplace.
Every day, your potential customers turn to key publications in your market for product advice, reviews and suggestions from knowledgeable, unbiased sources. An effective public relations campaign is essential to communicating your value to your customers.
What’s It Going To Cost?
Everyone’s heard the famous Thomas Edison quote “build a better mousetrap and the world will beat a path to your door.” Unfortunately, even the best mousetrap (or any other product) won’t get noticed by potential customers if someone isn’t out there touting its virtues to the world. How’s anyone going to know about it without a concentrated effort to put it in front of the people who influence the market? The Reputation Management Group will not only get your product or service noticed, but will get it noticed by the thought leaders to whom your customers are turning for product advice, reviews and suggestions.
What’s it all cost? Frankly speaking, a good public relations campaign represents many times the clout of advertising at a fraction of the cost. In advertising, a single ad for a single day in a major newspaper can cost as much as one year of public relations monthly fees. Radio and magazine advertising can cost five times that and television ads can run ten to fifteen times the price of one year of public relations services.
At the Reputation Technologies, we work closely with our clients to conceive and develop customized, scaleable programs to meet their communications needs and fit their budgets.