Basically the agency insures that it's clients are easily found on Google, Yahoo and MSN Search.
In order to do this the relevant keywords (e.g. brand names, misspelled brand names, products, product categories and specific product names) have to be identified. The Agency then gives it's clients recommendations on how to design the website so Google can crawl the site easily and find the relevant keywords. They also make sure that other websites (affiliates and others) link to the website, as this signals original content to the search engine.
The goal is to give the website a high ranking when searched.
Two different types of search engine traffic exist.
- Organic search is used to describe the times when a potential customer enters a keyword into Google and then chooses one of the links in the search results. Usually users will only check the first page for relevant results so it is important to be ranked high on the relevant search terms.
- Paid Search means that the company has paid a certain amount to Google/Yahoo/MSN to appear in the "sponsored links" section of the search result page for specific keywords. A bidding system is in place in order to judge the popularity of keywords. In order to insure that the "sponsored links" are relevant to the user Google decides on the rank of the ad (whether and where it is going to be displayed) by multiplying the bid for the keyword by the quality score. So a website with a high quality score could rank above one which has paid alot of money but has a low quality score. The quality score is calculated by using the click-through-rate (CTC) and the landing page of the website.
- Budgeting is very important as clients only pay for clicks on their ads(or in some less common cases for the amount of time their ad was shown.) Daily budgets define how long the ad can be shown. Once the budget for the day has been exhausted (by the amount of clicks) the ad stops showing.
- helped create a report on a client using Google Analytics and Google AdWords
- checked budgets and budget recommendations
- helped identify keywords for a client
- written ad phrases for Yahoo Feeds.
After having worked for Siemens (Market Research, Content Management, Website Design) for so long it is refreshing to join a company that consists of 20 people, where the managing director is sitting next to you in the office and the team goes out for a drink on Friday evenings.
