>> Search Marketing

EquiBrand provides a full range of search engine digital marketing consulting services, across both search engine optimization (SEO) and paid search (PPC).   Search marketing engagements begin with an assessment of the overall business objectives, incorporate keyword research and analysis, and then conclude with a comprehensive search marketing plan to drive traffic and growth.  Our search marketing consulting services focus on the following areas, as described here:

• Keyword research and analysis is the foundation of search marketing, and everything else we do is informed by this information.   We begin with an analysis of Google Analytics and Adwords data to understand the most relevant search terms compared with existing content, to identify high-potential opportunity areas.

• Search marketing strategy is then developed, including recommendations across SEO and PPC.  Should the overall strategy emphasize organic search or paid advertising?  Each of these methods has its own pros and cons, and it’s useful to think of them as an integrated whole, to determine the right spending mix across the two.

• Search engine optimization focuses on driving traffic through organic traffic, to take advantage of “free” clicks. Of course, the competitive nature of search engine optimization requires continual monitoring of keywords, on two dimensions:

• On-page optimization is necessary to write content that works well for both search engines and your readers.  We draw on our deep expertise in positioning, messaging and content creation services – combined with keyword research – to develop compelling, click-driving content across website, social media and other platforms.

• Off-page optimization emphasizes obtaining high quality links, through directory submission, social media integration and other methods.

• Pay-per-click is particularly useful when you need to drive traffic or for those categories where the ROI is significant.  Through an on-going process of ad creation and careful tracking, we continually optimize ads and keywords until you have a campaign that offers maximum conversions at minimal cost. Paid search marketing services include: campaign development, budget setting, landing page development, A/B split testing and conversion tracking.