The dreaded back-arrow key. If customers hit this, you've lost a sale. (c) 2008 Bruce Brownlee Company LLC. All Rights Reserved.

The Dreaded Backspace Key

When a visitor leaves your site to return to Google or Yahoo, it counts as a "bounce". Not only have you lost a new customer of member, but the search engines take note of the bounce rate on your site, and drop your page's ranking in search results.

Search engines must deliver great search results to retain customers. If your site doesn't meet expectations, it will fall out of the top search results, reducing traffic to your site.

To cut your bounce rate, Bruce Brownlee Company will use basic SEO techniques to ensure that you have great content, have a page description that matches your content, use the right keywords to find your customers, and have appropriate anchor text on back links to your site.

We'll also perform usability and web site testing to ensure that users aren't stumped by obscure navigation or repelled by dead links or typos.

SEM - Search Engine Marketing

Search engine marketing (or more simply "search marketing") is all about taking advantage of search engine traffic to make money or to share information on the Internet. You can rely on search marketing methods and best practices to reach a broad audience, sell products and services, or share your knowledge with others to inform and educate.

Bruce Brownlee Company can help you with the key search marketing disciplines shown in the picture following. These disciplines work together in a synergistic way to help your reach your search marketing goals.

Search engine marketing components include SEO, PPC, and Reputation Management.

Search Marketing Components

  • SEO - Search Engine Optimization is a process and set of techniques used to help your web site show up among the top search results for a variety of user queries that your visitors or customer would use.
  • PPC - Pay Per Click Advertising lets you place adverting on search engine result pages (serps) for user queries that are related to your web site.
  • Email campaigns and autoresponder tools can be used to support your search marketing program by automatically following up with your customers, or by alerting your visitors to new offers or updated information on your site.
  • Social Media includes a diverse set of community-oriented communication and rapid information-sharing channels. This once referred only to IM, Facebook™, Myspace™, blogs, and to social linking sites like del.icio.us and Digg™. Today, social media includes a much broader array of social sites, tools, and channels.
  • Viral Marketing is the the humorous cartoon or video that you email to your 10 closest friends, with your friends doing likewise. The best campaigns are generally funny, irreverent, timely, and authentic.
  • Web Development and Web Site QA represent the continuing build and test process needed to ensure that your web site is fresh, easy to use, and attractive to visitors and customers. Good web site QA also helps ensure that your site meets W3C web standards, which will ultimately help with both your position in search engine result pages, as well as lower your cost for PPC advertising
  • Reputation Management helps ensure that your positive message is not drowned out by detractors or by unaddressed issues. It is an ongoing process that requires work on a weekly basis, but fortunately much of the work can be supported by automated tools.
  • Shopping Feeds and Auctions provide additional marketing channels that create product offerings that users can find through search engine queries.