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Search Engine Optimization also known as Search Engine Marketing is the process of creating a strategy that
will enhance your listing on search engines such as GOOGLE, Yahoo!, and MSN. The algorithms used by the search
engine firms are proprietary so it isn't possible to know exactly how a search engine will rank your site but there
are many known influences. These include using rich content, having your site properly tagged, having the proper keywords, and
links to and from your site.
 The Strategy
 Conduct thorough keyword analysis
Tag all pages, files, and images correctly
Increase links to and from your site
Advertise your site with Pay Per Click Advertising
Direct Market your site with Public Relations, and News Releases
Keyword Analysis
Many firms have strong search engine ranking for trade names, and brands but more
generic terms are difficult to secure. It is also tricky at times to nail down what
the market calls your products.
For example: When Outlier Solutions started the search engine optimization project with Digital
Control Systems in Portland, Oregon (manufacturer of temperature, speed and gas monitoring and control devices)
they were referring to their line of HVAC products as CO2 Sensors, but we found that
customers more commonly searched for CO2 Monitor and CO2 Meter when looking for the HVAC
products, and CO2 Sensor when searching for laboratory products. So we re-categorized
the site to make the differentiation clearer.
We will do the legwork for you as well to be sure you are targeting and reaching the correct audience.
Link Building Campaigns
The concept is the more sites that have links to your site and visa versa the better.
This is for two reasons. First, it casts a wider net to attract visitors to your site,
second it increases your "page rank" with search engines (especially with Google). We
can help you increase your links with our marketing services and Public Relations packages.
Pay Per Click Advertising
Outlier Solutions is a big supporter of Pay per Click Advertising because of the flexibility,
and accountability the programs offer, not to mention they are highly cost effective. There
are multiple providers of this service. Although they vary some, the concept is you write a
small ad that will appear on the margin of a search result page when a customer does a search
for keyword that is relevant to your products. You are able to list the keywords that are
relevant to your product offering. By setting a daily maximum budget you can control costs on
a frequent as basis as you desire. Contact us for help with these campaigns if you have any questions.
Public Relations and Your Web Site
Good PR is essential to running a successful web marketing campaign. Visit our
Public Relations Page to get more information.
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