Making web sites successful is all in a day’s work for the Top Position search engine optimisation department. We employ a team of SEO, digital marketing and search marketing specialists with an in-depth and practical knowledge of the main search engines. Their objective is not just to increase search positions for specified keywords. We also want to grow click through rates, target higher conversions and do so whilst demonstrating an understanding of the client’s business objectives and delivering an outstanding level of pro-active client service. To ensure a profitable rate of return and added on value, we work to our own SEO code of conduct.

Ethical Search

The most important element of any search engine optimisation campaign and wider search marketing strategy is not the keywords you choose but the methods employed to increase web site ranking and online visibility. All clients want to be number one in the search engine results. It’s the assigned SEO account manager’s responsibility to ensure that this is done ethically using white hat techniques in order to safeguard the future placement of the web site.

High Click Through Rates, High Conversions

Search engine optimisation has moved on from simple targeting of page one positions. As search marketing in general becomes more multi-faceted, SEO has adapted and evolved to take into consideration multiple search dimensions. While the final destination is a page one ranking on the major search engines for relevant keywords, targeting niche traffic, building online brand profile and delivering web users actively seeking to purchase a product or service are all inherent to the SEO process. Due to these ever changing demands, the search engine optimisation strategy employed by Top Position must take relevant traffic into account and include methodology designed to place higher numbers of desirable user eyeballs on the client web site. That means all methods employed must be end-user focused, adding real value to the search marketing efforts of the client company.

Competitor Analysis

However niche the product, no company exists within a vacuum. The same is true of their web site. In order to deliver better listings and targeted traffic, competitor offerings must be assessed. Variables such as competitor page structure, link backs, on-page content and keywords are monitored and then this knowledge incorporated into search marketing strategy.

Industry Awareness

The best search engine optimisation account managers are wholly aware of the role their client company plays in the wider business environment. It’s only through this product knowledge and industry expertise that SEO efforts can deliver true added value. All Top Position search marketing executives research relevant verticals. As part of our SEO work involved the production of press releases and articles for online publication, this means reading up on industry news, being aware of breaking news stories and ongoing industry themes as well as keeping up to date with what rival firms are saying. By staying on top of the news in this way, press releases and editorial information reflect the latest trends and provide the client with a way to establish themselves as an expert in their industry. Relevant news and information is also more likely to be published, generating those all-important link backs.

Performance Monitoring

Performance monitoring is a recurring theme in search engine optimisation and a task that is ongoing for Top Position SEO account managers . Reporting software is set up and scheduled to track keyword performance, the addition of new search terms to search engine results pages and link backs from third party web sites. Media feedback and consumer comment in social media circles are also monitored to ensure positive brand buzz. All of this information should be succinctly communicated to the client ensuring everyone is working from the same page.

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