Website Optimisation After SEO

It seems a little strange to optimise your website after a search engine optimisation project but you must remember that is a never ending process.  If you have completed your SEO, engaged in inbound marketing in all its elements and haven’t achieved your goals now you should  concentrate on Conversion Optimisation.

Off Page Search Engine Optimisation Part Two

This post is the first in three separate posts explaining more on website optimisation after you have completed a SEO. In a previous post called "Off Page Search Engine Optimisation" I described how Google ranks website, how search engines return search queries and gave a few tips on inbound marketing tactics.

Now is the phase in the project to explore what happens next continuing along this never ending journey of website optimisation. The most important topics now to focus upon after you’ve completed your SEO project and engage in communicating with your customers are:

• Conversion Optimisation
• Revenue Generation
• Engaging with Customers.

 Conversion Optimisation

 The rest of the post is concerned with Conversion Optimisation. I take a different standpoint when I look at conversion optimisation. I focus upon a holistic view of the process path. A taditional approarch might be this:

While the traditional approach may centre upon analysis of the sales funnel and the leaks that exist from the moment a prospect enters the funnel and then drops out at various stages in the cycle, I focus upon four tactics when I review a conversion optimisation and these are:

 

Tactic 1 - Craft your marketing messages around your value proposition.

Tactic 2 – Maintain cognitive momentum in every step of your sales process.

Tactic 3 – Never underestimate the power of a value based headline.

Tactic 4 – Use testing as a means to developing your customer profile.

 Tactic 1 Craft your marketing messages around your value proposition.

The essence of marketing is the message. The essence of the message is the value proposition. And unless you’re able to articulate your value proposition clearly, concisely and forcefully you’re lost in the crowded market place. The goal of a message on a website or in an email is to get a click to a sign-up form, to the buying process or to a newsletter and in so doing you need to stress value in the click.

How do you craft a forceful value proposition?

Scientifically, a value proposition can be expressed in a formula that simply says the net force of a value proposition is the perceived gross force of the perceived value less the gross force of the perceived cost.

pNf = pNv - pNc

 

It is in the mind of the prospect his/her perception of value exceeds the perceived cost.

pNv > pNc

There are subsets of this to consider. We are dealing here with perceptions, human nature and individuals with different attitudes and values. However there are common attributions that we, as humans, share about perceptions of value.  These common attributes are:

• appeal
• exclusivity
• clarity
• credibility 

If the value is appealing and exclusive, and it has been expressed with clarity with credible language, as humans we will probably convert and buy. If you then combine these factors with incentives and high motivational factors but lessen the anxiety and or frictional factors in the buying process then you have a winner strategy. Not easy but can be applied to your marketing message.

Tactic 2 – Maintain cognitive momentum in every step of your sales process.

Conversion optimisation must be looked at as a holistic process from the moment the prospect visits your website to the moment he leaves it after buying or not. The process steps of a visit to your website may be defined as:

• Clicking on a paid ad or entering the site
• Reading the landing page or the Home page
• Clicking on the buy button or call to action
• Completing the buy form
• Processing the purchase procedure

 Your value proposition must be re-said, re-emphasised, and repeated at every steps of the process to confirm the buying decision. That is what I call emphasising the derivative level values of the central value proposition, the perceived value of the prospect, the product level proposition and the process level proposition.

In each and every step of the buying process there's a series of micro Yes’s that lead through the buying process to the ultimate YES of paying for the product or service or sign-up form or whatever the goal was. These series of micro Yes’s occur at different levels in the process, for example, on entering the site (central value proposition must be expressed), on clinking to move forward in the site (prospect level perceptions of value and incentive are working here), on clicking to purchase (product meets perception and anxiety is reduced) and at the buy stage (process levels are easy and friction is reduced). The value proposition must be stated at each level and this is to maintain the cognitive momentum.

Tactic 3 – Never underestimate the power of a value based headline.

There are two principles that every marketer must be aware of.

1. For every action you desire a prospect to make (a click or sign up) there must be an immediate promise of value that outweighs the perceived cost of that action.
2. Like the central value proposition, the derivative value propositions can be measured by its: appeal (desirability), exclusivity (availability), credibility (believability) and its clarity (understand ability).

 Webmaster should optimise websites for thought sequences of the visitors that manifests itself in appeal, exclusivity, creditability and clarity of the value proposition.

When crafting a headline there are two principles to remember:

1. All marketing messages must be centred primarily on the interests of the customer. Therefore when it comes to crafting headlinesemphasise what the prospects gets rather than what he must do.
2. The goal of an headline is similar to the opening scene of a film and thai is to arrest the attention and get them into the first paragraph. There utilise a point first structure that means place the value at the front of the headline.

Tactic 4 – Use testing as a means to developing your customer profile.

 

 

The internet is the biggest laboratory there is. It has billions of users to test all plausible scenarios.  However there are key principles to testing on the internet.
Key principle #1 – the goal of a test is not to get a lift but to get learning.
Key principle #2 – to achieve the maximum of learning your test should be designed around two key elements;

• A research question (always starts with “which” – e.g. which ad gets most clicks).
• A theory question (what does this test tell me around the behaviour of the prospect).

To assist you to formulate a good test it helps to remember the value proposition question: If I am your ideal customer why should I buy from you and not from one of your competitors? 

 Conclusion

Employing these four tactics will assist you in reaching a greater understanding of why you’re getting a series of micro Yes’s along your optimisation path of greater conversions. The process begins with a value proposition that should state what you do, what the benefits are and how you do it to enhance your prospects goals.

About the Author

Vincent Sandford is an SEO expert at SEO Synovation a web marketing agency for small and medium sized businesses in European markets. he may be contacted by email:  info@seosynovation.com.

 

 

 

 

 

Off Page Search Engine Optimisation

Search Engine Optimization (SEO) can be misunderstood but there is a methodology, even some would say, a science but it is, most of all, a process . You need to understand that an SEO project should include efforts in the two primary areas that contribute to a site’s search rankings by search engine algorithms:

1. On-Page SEO Factors: What search engine crawlers can discern from the content and structure of your site.
2. Off-Page SEO Factors: What search engines can determine about the linking structure of other sites, and the sites inter-related to those sites, in relation to your site.

On Page factors include optimising your site with original content, placing keywords related to your page in the Meta tags and good internal structure. SEO for off page factors have a wider definition but can be grouped together under one word: linking.

Google Ranking factors for Off Page Search Engine Optimisation.

Before I discussed some of the off page SEO tactics, you must first understand the factors that Google thinks is necessary to rank your website.

1. Number and quality of backlinks is very important. Google show you only a limited number of link (use this command link:www.yourwebsite.com to find competitor links). MSN show you more and Yahoo show you the most links of all the search engines.
2. Speed of acquiring links. Too fast seems artificial so to it slowly or you might get penalised.
3. Anchor text of the backlink must be relevant to the page linked to.
4. The age of the backlink is very critical; an older link shows stability of the website. However frequently changing the anchor text can damage your ranking.
5. Backlinks from directories like DMOZ, YAHOO, LOOK SMART can boost you rankings and provide good link juice.

The above are some of the most important factors Google tracks for ranking your website.

Off-Page Search Engine Optimisation

But where can you get good links from that Google will recognize. Here are some examples:

1. Social Networking Sites

Social Networking means getting involved with social media sites and is the fundamental step with which you begin to advertise your product or service, market awareness of your brand and build your online reputation within your niche. You need to sign up to the most popular social networking sites, such as; Facebook, LinkedIn, Twitter, Google+, etc., and create yourself a profile of your own.

2. Blogging

Blogging is one of the best ways to promote your website. Most blogs will give you a follow link that transfer link value as opposed to a no-follow link that doesn’t give you any link value. By writing a blog for your website, you give a reason for visitors to keep returning to your site and keep up to date with your latest posts. It also helps search engines to crawl your site more frequently, as they have to update your latest blog post entries, which ultimately helps you rank higher in search engine results pages (SERPs). You need to produce and include lots of unique content for your blog, such as; Infographics, Top Lists, How To…Tutorials, and Viral Videos.

3. Blog Marketing

Post comments on other blogs within the same niche as yours, which allow you to add a link in the comments section. These links can then be crawled by search engines, helping to point them towards your site. These blogs are commonly referred to as “Do-Follow” Blogs (Just like ours, where you can comment below!).

4. Forum Marketing

Find forums online that are related to your sites niche and get involved within that community. Reply to threads, answer peoples questions, offer advice, etc. This all helps to build up your reputation as someone who is an expert within that niche. Try to use “Do-Follow” Forums so that you can include a link to your site within your signature, which helps search engines crawl your site.

5. Search Engine Submission

Search engines will eventually find your site online, but that can take a while. To speed everything up, you should submit your website to the most popular search engines like Google. Use Google Webmasters Tools and the functionality under the Heath section as “Fetch as GoogleBot.

6. Directory Submission

You should submit to general directories like DMOZ and Yahoo, but for maximum effect, you are better off submitting to niche directories as well. The results take longer to appear but they do appear eventually.

7. Social Bookmarking

Social Bookmarking is another great way of promoting your website. Submit your latest blog posts and pages to the most popular bookmarking sites, like StumbleUpon, Digg, Delicious, Reddit, etc. Search engines really like these types of sites because the content on these sites is updated very frequently.

8. Link Baiting

Link baiting is another popular way of promoting your site. If you produce a really popular unique post for your site, then other people may want to link to it. If you have post the article on your website then that article will draw traffic.

9. Photo Sharing

If you have used any of your own photos or images on your site, then you can share them on many of the major photo sharing websites like Flickr, Picasa, and Photo Bucket. Other people will be able to see them and comment on them, hopefully following a link to your site.

10. Video Marketing

Just like photo sharing, if you have any videos that you have used on your site, then you can submit them to sites like; YouTube, Vimeo, etc. allowing people to find your content in other ways.

11. Business Reviews

Write reviews about others businesses or ask your friends/clients to write a review of your business in major business review sites like RateitAll, Shvoong, Kaboodle, and Stylefeeder.

12. Local Listings

Depending on your site’s niche, you might find that listing in local directories may be useful. You may have a website promoting your local business, therefore instead of going global and facing huge competition, listing your website locally, so that search engines can easily view your website and fetch the content, will be much better. This will help you to reach a targeted audience. Submit your website to sites like; Google Local, Maps, Yahoo Local, telephone Advertising Directories.

13. Article Submission

If you write your articles yourself, then you can submit them to popular article directory sites like; Ezine Articles, Go Articles, Now Public, etc. This can help drive traffic to your site, whilst you can also gain some links to your site from other people (though it’s usually a slower process).

Want To Learn More About SEO?

Then watch the video to grasp the essentials of search engine optimisation.  Alternately you can email me Minke Oving SEO and Online Reputation Manager at SEO Synovation.

We at SEO Synovation have a passion to help small and medium sized organisations reach their goals. Call us now.

Website Redesigning and Web Page Readability

Website redesigning and web page readability has been thrust upon website owners due to Google recent algorithm changes such as Panda and Penguin. Content marketing has been revived as website owners attempt to promote their websites to regain lost rankings in search engine result pages. However when optimising web pages with search engine optimisation techniques little attention has been given to web page readability in order to engage the visitor into the conversation. The principle here is simple: present it well and it will be read.

What Is Readability?

Internet users today are in a hurry and don’t read anymore. They scan web pages picking up on keyword phrases that they’re interested in. So it seems logical to emphasis keyword phrases with font size, colour and boldness all the way to the end of your page that also will improve your ranking in search engine result pages.

If you make your content difficult to read the value propositions are are devalued as the lack of legibility causes friction and anxiety in the mind of the reader that are the basic inhibitors to conversions.  Readability is a valuable asset but often dismissed part of web site designing or redesigning and SEO.

Here are my tips.

1.People Scan Web Pages

You must first understand that visitors to your website don’t read every single word. They scan the page. You have basically seven seconds to capture their attention with good captivating content that’s emphasises the keywords and keyword phrases the visitors will resonate with.
My tip is enforce good writing, structure is a manner that attracts and keep in mind the scanning effect of humans.

2. Use a Hierarchy for Fonts

One of the better ways to meet scanning behaviour is to use a font hierarchy. That means that titles of pages should have a larger font size than headings and sub headings. Emphasising titles, headings and sub heading with boldness isn’t good to get the words to stand out. Use variable font hierarchy instead and get the words notices.

3. Use Headings

Structure you page with good headings and sub headings. Visitors to your page need to see the content structure in sections. Make your subheads large enough and descriptive enough so readers can determine whether they’ll actually take the time to read that section word for word.

4. Use Sub Headings as a Visual Aid.

Subheads are also a great way to logically outline your content and to cover the various arguments thoroughly and will help you create content that communicates and engages.

5. Use Design Elements

Eye path is very important design feature when you need to attract the visitors and lead him on a pre-determined path set up by you, the website owner: you guide the visitor to convert and buy your product or service.
Visitors in the Western World read from top to bottom, left to right. This is a very important concept to remember when designing websites. Tailor the website to your audience.

Start designing your content with important features on the left side on the page as that is where your eyes focus upon first: natural instinct draws them there. Use these design elements of eye path to create engaging pages:

• size 
• motion 
• colour 
• position 
• shape 
• paths of familiarity 
• attraction 
• relevance 

6. Use Images in your Content 

The web is getting more and more visual. Take advantage of that by using images to break up the flow of your content. Not only that, but you can use images to augment the text. You can tell a story or a joke with that image or make a connection for readers that they might not have made through the text. However bear this mind: the image must be totally relevant to the content of the page. If the image is irrelevant it could damage your content.

7. Legibility Matters

 Of course you need to use a font that’s easily legible. It really doesn’t matter that much as long as its legible, easy and comfortable on the eye. 

8. Resources 

There is a useful blog post that gives you a useful insight into levels of optimisation and details useful tips on how to optimise a website. Read it I think you’ll find it helpful

About The Author 

Vincent Sandford is Search Marketing, Search Engine Optimisation and Web Marketing expert at SEO Synovation a web marketing agency with staff in UK, The Netherlands and Italy. He writes articles, blogs for websites and is a regular contributor to SEO The Essentials, MarcheRustico, Vino Marche, Wine Tasting, Online Reputation Management and Tasting Italian Wine and Wine Tasting tips.

Deliverables of Online Reputation Management?

Managing your reputation online is critical to business.  It takes many good deeds to build your reputation and only a slight indiscretion to destroy it. The services of SEO Synovation are typically geared for all types of businesses from the self employed one man operation to the multi-national company with packages to suite all budgets.  Read here the deliverables of an Online Reputation Management Project.

What are the deliverables of Online Reputation Management?

 Wikipedia describes online reputation management as:

“Reputation management is the practice of monitoring the reputation of an individual or brand, addressing contents which are damaging to it, and using customer feedback to gain insight or get early warning signals to reputation problems. Most of reputation management is focused on pushing down negative search results. Reputation management may attempt to bridge the gap between how a company perceives itself and how others view it.”

SEO Synovation helps clients identify the keywords or keyword phrases that are returning negative comments to search engine result pages. We freeze the search engine results at a date in order to focus our attention on the results to hide.

Requirements from Clients

To initiate and complete the project successfully SEO Synovation experts need the following data:
Keyword List - Keyword or keyword phrases that highlight negative comments
Company List - Company or organisation of related companies that may be affected by negative comments
Organisation Chart - List of all members, officers and employees of the company or organisation
Website List - Up to date of all websites related to the company or organisation that may or may not be affected by negative comment
Social Media List - Update to date list of social media profiles across all proforms
Content Marketing List - List of press releases or articles publish on the web
Directory List - List of directories carrying the company or organisations name.

Typical Online Reputation Timetable

Our Experience in Online Reputation

SEO Synovation experience in SEO, search engine optimisation, search engine marketing, Social Media, experts and Pay Per Click (PPC SEM) campaigns experts, creators of websites and defenders of reputations online, in five European countries (Italy, England, Holland, France and Germany make us a truly full service agency.

Usual project Objectives are to hide/push down (only method used) negative comments on the major search engines (Google, YouTube, Bing, Yahoo)for the determined keword or keyword phrases.

What Do You Get? Our Deliverables

Seo Synovation will deliver the following:

• Analysis of results in search engine result pages for the chosen keywords.
• Produce a detailed analysis of your situation and a strategy to overcme it. This is a document handout handed to the client for euro 750 plus tax
• Monitoring the results of search engines weekly basis, for each keyword phrase and search engine.
• Optimise existing websites and create other websites to rank above offending websites carrying negatives.
• Creation of blogs, Press Releases and Article to promote positive comments to rank above negative ranking comments.
• Engage in blogging, link building and video marketing to promote brand, company and products

Reputation Management Costs

Each project is unique and deserves the proper, full and expert analysis. It is important to tailor the costs to the gravity, extent and importance of the negativity. Our services are at three levels and costs vary.

1. We will submit a Strategic and Tactical Analysis.
2. We will execute the Strategic and Tactical Analysis.
3. We will maintain your online reputation in positive terms.

Our Reputation Management Approach

 Keyword rich organic seo development - As part of the project SEO Synovation will create relevant keyword rich websites, for example as:

www.yourcompanyname.com  or dot NL, DE, IT etc or whichever domain name can be applied
www.yourcompanyname.net
www.yourcompanyname.org
www.yourcompanynameblog.com
www.yourcompanynamenews.com
www.yourcompanynamereviews.com

Create 100% Original Content for All your keyword rich sites for improved ranking

 Seosynovation.com copywriters will create relevant content about your company and industry and then optimize your content to create relevancy and linking schemes for the best performance.

Seosynovation.com will deliver your newly created original content writing daily, weekly or monthly to your websites or blogs, depending on the package you select! Google loves new content so the more the better!

Press Release Distribution - Press Release Syndication
Seosynovation.com will use PR Powerblast press release distribution to keep your brand in the news all the time! There are many high ranking news sites and we make it easy for you to get exposure on all the top PR networks that can help with your reputation management program.

Online Reputation Management through social network marketing
Social networking sites especially the highly popular Facebook and the so-called micro-blogging platform Twitter form a significant part in a typical online reputation management plan. Both small and medium scale enterprises and large multinational companies are now reaping the benefits of effective social networking.

Link Building - Link Baiting - Directory Submissions - Local Profile Placements

Online reputation management can also be done through gathering feedback directly to consumers, suppliers, clients and even employees. Some of the best tools in gathering feedback include online survey forms, live web conferences and email contact forms.

Proactive Reviews Development

Improve Your Star Ratings on Google Places, Citysearch, Superpages, Yellowpages, Local Yahoo and many more! Building buyer confidence for your products and services are directly related to a health online reputation management program. We also provide Reviews Monitoring so you can know what consumers are saying about you or your company.

For further information contact SEO Synovation the Web Marketing and Online Reputation Management Company.

Levels of Web Page Optimisation

Every webpage should and must have an objective. It may be to introduce the visitor to the services you are offering to him to solve his problem. It may be to optimise his website to get traffic or to defend his online reputation or to increase his brand awareness. Whatever it was that brought the visitor to your website you must satisfy that desire.

Levels of Web Page Optimisation

Your webpage is about presenting your first impression. Research tells us you have seven second to capture the visitor’s attention: the first seven seconds of a visitor landing on your page are critical and must answer the visitor questions. Webmasters should optimise webpages of a website for thought sequences of the visitor to gain better results. The content should answer these three fundamental questions:

• Where am I?
• What can I do here?
• What do I do next?

 Also very page of the website should seek to answer this question:
If I am your ideal customer why should I buy from you and not your competitor?
The forth fundamental to design website pages is this:

• State a value proposition that solves propects problems
• State a clear call to action
• Encourage the prospect to navigate where you want him to go

The fifth and final fundamental to design website pages is design elements of eye path:

• size
• motion
• colour
• position
• shape
• paths of familiarity
• attraction
• relevance
• acceptance
• motivation

Types of Webpages

There are three types of web pages: home pages, inner website pages and landing pages. The goal of a home page is not to get the visitor to it but to get the visitor through it on a desired path to reach a desired goal. Inner website pages are usually an extension of the home page and compliment it to reach a desired goal: buy product, get an email address or subscribe to a newsletter.  Landing pages are usually an extention of pay per click campaigns and are specific to one product or services and to obtain a positive follow up or objectove
The goal of all web pages is to achieve the highest conversion rate possible. Achievements of the perfect website are constrained:

1.  by the broader initiatives of the organisation; 
2.  by your organizational capabilities; 
3.  by your overarching strategy.

 A useful model to apply when optimising web pages is depicted in this image Courtesy of Bruce Clay:

Seven Levela of Optimisation

 1. Element optimization. The most important elements on the search engine results page are the title and description. These are seen first by the searcher and entice him/her to click on your website. So these elements must conOther elements are image alt tags, bold important words and relevant content.
2. Page Optimisation. This is of course the most important element to consider. Creating unique content will enhance the visitor’s experience and favour search engines. This section considers design and layout of the page. On home pages there are competing actions for the products but you should consider promoting one principle product, service or actions which will be tied to the maximum profit generating factor. All other considerations are major but not the principle. Headings and sub headings become vitally important to encourage the visitor to stay on the page and read the compelling content you’ve written. Inner pages and landing pages are similar in design as their objective is singular to get the visitor to perform an action.
3. Path optimization. A page is merely a single step along a path It may start from the home page, or an email. Optimizing the path is more to do with matching the message and expectation of the visitor than anything else. Optimising at this level lets you leap ahead of competitors.
4. Segment Optimisation. Optimising for market segments is the domain of the landing page. Recent statistics released by Google show that 40% of keywords are unique. To construct a home page or an inner page that caters for multiple keywords or keyword phrases is a challenge that’s not always successful. Different respondents arrive with different needs and varying frames of reference. At this level up, you start optimizing different paths to cater to those different audiences. With this optimization, you can reveal tremendous insights about who your customers are andhow they view themselves and their interest in your company. These discoveries not only improve your conversion rate for specific paths — they can help optimize our segmentation strategy at a higher level too. Creating landing pages for specifi market needs will bring you greater conversions.
5. Campaign Optimisation. In 2012 there is a more fluid marketing environment; there are still different initiatives in the field that connect certain messages, offers, audiences, and tactics with common threads. At the campaign level, web page optimisation is matching the pages and paths with the right messages of the campaign, and using the front-line results to inform and improve overall campaign effectiveness. It requires coordination and continuity.
6. Operations Optimisation. Maximizing the efficiency of your overall landing page capabilities is the key here. The personal skills required in operations of web page optimisation are design, production and construction. Increasing the reaction speed of changes to web page alteration can dramatically increase conversions. Monitoring social media chatter may reveal shifts in demand that if acted upon swiftly will increase conversions.
7. Strategy optimization. At the very top of the pyramid, the focus is on optimising marketing strategy. At this level of web page optimisation there are directions that must be considered and are namely: which strategic segments do we follow and which segmented market has the largest growth.

To learn about what Vincent Sandford of SEO Synovation can do for your business email him or visit his website on web marketing.

Brand Image

Brand Image is an essential ingredient in managing your business profitably. It’s not only manifested online but also in products and in the opinions of other market leaders. There is a very close relationship between the Search Engine Optimisation, SEO in other words, and building a brand image to enhance your online reputation. The techniques and the tactics adopted in SEO can be and are applied in defending and repairing your online reputation.

Premess

Say you are an ecommerce merchant or a multi national conglomerate with an angry customer. The customer is so angry; he posts bad, negative reviews on the Internet about your company that are not true. Your online reputation is damaged. Your brand image is dented. What can you do? How can you combat it? What would we do about it? When your online reputation is damaged there are four actions:

 Do nothing 

 Defend it 

 Repair it 

 Monitor it 

First you employ a specialist agency like ours. Secondly we will defend, repair and monitor your online reputation. Thirdly on your behalf we will create a strategy to repair your online reputation and lastly in the following paragraphs we will show you how we do it that and how that links to search engine optimisation projects. 

Our professionals at SEO Synovation can suppress those negative listings or reviews and push them back in the search engines, where no one is ever going to see them. Statistics show that 85 percent of online searches never go past the first page. We create positive, truthful and legal online messages so that harmful listings are never seen on page 1. This is often very effective. 

Personal Approach. 

Research shows that only 85% of internet users go beyond the first pages of search engine results. Our strategy and goals are to decrease the number of negative comments that appear on the first three pages of a search engine results page. We do this by attacking negative comments of three fronts:

Existing and future websites 

Engaging in Social networks 

Promoting the brand and product 

This is the same approach adopted by SEO Synovation for a search engine optimisation project. Our team of fifteen professionals based in five countries and operating in eleven markets have the accumulated experience of more than one hundred and fifty years in marketing, internet marketing and online reputation management. 

Our Principles 

Our activity is founded on four overriding principles that guide us through every project namely:

Legality – we respect the letter and the morality of laws in Europe and published Google guidelines. 

Honesty – we tell the truth and nothing but the truth and avoid ambiguity.

Transparency – we show clients what we do and what the consequences of actions are.

Privacy - what we learn about your company, patents, and forthcoming projects is never made public, is never discussed, and never mentioned in general terms unless expressly approved in writing. We will sign a confidentiality agreement to that effect. 

Tactics of Search Engine Optimisation and Online Reputation Management -typical tactics we employ to suppress negative comments: 

1. We will optimise existing websites. 

2. We will create additional, promotional and positive websites to increase visibility of product and brand. 

3. We will create blogs to positively promote the brand. 

4. We will proactively engage in social networks to positively promote the brand and respond to negative comments. 

5. We will create videos to promote on influential video marketing sites. 

6. We will create presentations to promote the product on sharing platforms. 

7. We will create photographs to promote the product on photo sharing platforms.  

8. We will re-write and re-promote articles detailing the performance of the product. 

9. We will create linking strategy and obtain links to increase visibility of product and brand. 

10. We will engage with News Contributors and post contributions about the products/service. 

11. We will create press releases to increase visibility of product and brand and decrease the effects of negative comments. 

12. We will engage bloggers to engage in opinion sites to express an alternative view to negative comments. 

13. We will publish and provide clients a monthly status report of activities performed and the status of negative comments for the keywords agreed for the projects.

When your online reputation is damaged there are four actions: 

a. Do nothing 

b. Defend it 

c. Repair it 

d. Monitor it 

Our professionals can suppress those negative listings or reviews and push them back in the search engines, where no one is ever going to see them. Statistics show that 85 percent of online searches never go past the first page. We create positive, truthful and legal online messages so that harmful listings are never seen on page 1. This is often very effective.

Personal Approach To Projects 

What separates SEO Synovation is the personal approach to removing negative comments. There is no standard approach. Each Project is unique. Each campaign has its own set of peculiarities, such as the gravity and structure of the comments, the authoritativeness of the sites from which negative listings are coming from, and the depth of negative listings in search engine results pages.  

Creation of New Content. 

We create and launch new websites with content often with competing content. There are many components in these campaigns and are just limited to creating new websites. SEO Synovation copywriters create compelling content, relevant to the industry and to the company itself. We work with businesses in all sorts of different industries and we know what the search engines are going to view as compelling and relevant.  

After consultation with the client, about the marketing message that they want to portray and the branding efforts they want to disseminate we write the content for them, and then we promote is on the through the different sources, as quickly as possible and in a way that is not going to be flagged by any of the search engine’s spam teams. Then we create a linking strategy to the content created to effectively strengthen their presence. 

Is Every Company Defended? 

We are not lawyers that neither defend reputations in court nor judge the legal consequences of acts. We take the situation as it presented to us and appraise it on two fronts:

A. Is the potential client performing an illegal act?

B. Is the situation repairable?At SEO Synovation we have a strict code of ethics that we work with That code of ethics basically states that if what we do is going to perpetuate a crime or what we view to be unrealizable in any way, shape or form, we will not take on the campaign.

Opinion Websites 

There are many consumer complaints sites, where individuals can post complaints about a company. Anyone can post a complaint on those consumer complaint sites, and they are often untruthful, libellous and unverified. Their sources are often an unscrupulous competitor, a disgruntled ex-employee or just an unreasonable client.  

These comments get exposure, often on page 1 of search engines result pages due to the fact that within the search engines ranking algorithms, the websites are relevant and high ranking, and provide users with a useful, pertinent and valuable experience. 

When these negatives comments are posted online there’s no way for the business owner to protect himself, unless they contact a company like ours, to give them control, and give them the ability to formulate the correct message about their business.

How much does the service cost? 

The cost of campaigns depends upon the gravity of the situation. Our lowest priced campaign starts out at €950 per month. Contact SEO Synovation to learn more or receive a no obligation and free check of your online reputation.

About Vincent Sandford and SEO Synovation 

SEO Synovation is an agency specialising in Search Optimisation,  Online Reputation Management and Web Marketing. We help businesses and individuals fortify their web  marketing and personal or brand names online. What we do is we give people control of their online reputation. We train them in techniques to monitor their own reputation and web marketing, become aware of what’s out there. We show them how to create an effective marketing message to accurately portray their image and use it to increase search engine rankings. 

SEO Synovation was founded in 1993 originally as Synergy Innovation, marketing and IT consulting group. Since 2001 it has expanded into web marketing sphere as DukCon, the search engine optimisation SEO market as MarcheRustico and in 2010 as SEO Synovation with special focus on defending online reputations to serve the expanding markets of Europe. We are headquartered in Assen, The Netherlands and have representations in The Netherlands, Italy and England. At present we are a group of 15 professionals providing Online Reputation Management, Web Marketing and Search Optimisation.

SEO and Online Reputation Management

Search Engine Optimisation and Online Reputation Management.

This article argues the benefits of a search engine optimisation projects that augment and strengthens. 

Seo Synovation an innovative web and search marketing agency operating in Europe, recently conducted a poll among their clients on the subject of their concerns on online reputation management. "The results were rather surprising for us “said Vincent Sandford, the CEO of the agency. “One of the surprising factors was the goal to protect their online reputation in 2012”.
 
In today’s online environment it's so easy to destroy a good online reputation. The growth of social network in all international markets makes the products of multi-national manufacturers a prime target to discredit. Negatives comments generated in the English language out of Australia, for example, can spread and find their way into the local arena thereby damaging the reptutions of local businesses. This is especially true with Google's objective to return to visitors the best search results from their query. Bad reviews always seem to appear higher above normal results even though the page rank of the review is PR 1 or PR zero well below your particular website PR. 
 
Prior to 2009, most chief executive officers, managing directors, chief information and Information Technology managers were aware of the implications of bad reviews but seldom took action to defend against them as those poor reviews or actions were not hurting profits so badly. Today in the New World concerns are different: social media networks grow, tweets hit global users and defending their positive reputation is now being addressed.

Vincent Sandford goes on to say “their concerns were focused upon creating a security blanket to prevent negative comments appearing amongst their normal search engine results.” They said " attack is the best form of defense and being proactive  is more effective than reactive measures".

The techniques of defending your online reputation are engrained in search engine optimisation (SEO) tactics. The objectives of an SEO project is to achieve higher search engine ranking for websites that target audience by being more relevant and competent than their competitors.  The steps of SEO hugely benefit the websites.

Courtesy of Bruce Clay

The steps of SEO in the search algorithms hugely benefit your online reputation due to the fact that it creates a security blanket.  As the Search engine optimisation efforts begin to achieve higher ranking they have the tendency to pushdown other entries using the same queriy search terms - positive o negatives. entries lose ranking.

The framework of SEO involves:

• Keyword Research and Content Creation
• Website Architecture and Optimisation of On-Page Elements
• Useability and Design
• Link development.

An element of protecting your online reputation is achieved by initiating a SEO project,namely:

• selecting keywords
• research competitors keywords
• combining keywords
• creation of content using keywords
• optimising your on page element
• engaging in social networks
• creating a link building platform

The process is summarised here:

Courtsey of Bruce Clay

 To fully exploit the benefits of a SEO project website owners need to supplement their efforts with more rigorous promotional activity and engagement with the social media community.  In summary you should follow these paramenters:

Online Reputation Management

the conclusion is simple: engage an innovative search marketing agency to optimise you website and by consequence create a defensive strategy against negative comments.

This post was written by Vincent Sandford of SEO Syynovation an innovative search marketing agency in Europe. specialising in managing the online reputations of small to medium sized business.








SEO Essentials from SEOsynonation

Search Engine Optimisation, SEO for short, is about direct traffic to a web site's landing page optimization. It’s the first impression you present to your client that's relevant to their search results.

The goal of landing page optimization is to achieve the highest conversion rate
possible. Businesses and careers may rise or fall on the outcome of online marketing programs. That's why a well optimised website pages will help your business. The basis of good SEO is: keywords and unique optimisation of pages - not only the home page but all the pages. Choose relevant keywords to your products or services and place them in:
(a) domain name
(b) page URL
(c) page title
(d) page description
(e) page content
The above are also known as elements.

Here are a few do it your self steps you can follow or call us +390736645233 and we will explain:
1. Traditional Landing Page Optimization- as described in (a) - (e). Element optimization for any given element on a page — for instance, the
headline in the content — This is the lowest level of landing page optimization but useful for gaining votes for search engine popularity It’s important in the context of a particular page it delivers useful overall value.

2. Page optimization. This is what is usually meant by “landing page optimization”.
It’s about finding the the right combination of elements — each of which gets
optimised — as well as the best layout and design of the overall page. This can
have a significant impact on the performance of a specific page, and if you do this
across all of your online marketing, it can contribute a noticeable bump to
marketing’s overall results.

3. Path optimization. A page is merely a single step along a path — one that starts
with the ad or email that the respondent clicked on and carries through to the
second and third pages the user clicks on and beyond. Optimizing the path or theme
is about relevancy to the initial click that matches the expectancy of the prospects. Optimising themes is best for the prospect and for search engines. Again relevancy is important.

4. An extension of theme and path optimisation is bringing the prospects to relevant pages that resolve a particular need or problem the prospect has. If your website resolves multiple solutions for prospects then take them to the most relevant page - do not always use the home page as the starting point - use the most relevant page from the inserted keyword - matching keyword and prospects expectations.

5. If you perform advertising, email or direct mail campaigns make sure the messages are carried through to the appropriate website pages. Avoid prospect-message dis-connect. If you do not they will click away.

6. The whole organisation, not only your website but sales and marketing departments , your publicity campaigns must be attuned to your optimization efforts. This will increase your cycle speed and
reducing your per-page and per-path overhead. The more attuned your organisation is to your landing page management processes, the more optimization you
can execute at the tactical levels.And vice verse.

7. Strategy optimization focuses on optimizing the big picture marketing strategy. At this level, landing page optimization becomes abstracted from the gory details, but it makes two very important contributions.

About the author:
Vincent Sandford is a multi faceted Consultant with a special interests in promoting Le Marche businesses, tourism, wine and local real estate. His consultancy practice can help local business create or improve their websites, webshop, Search Engine Optimisation SEO, exports and imports of goods and services to augment income streams. He lives with his wife and son in San Severino Marche and may be contacted on +39 0733 645233.