How Our Search Engine Marketing Works
Some SEO companies will focus only on the keywords on your website: a single search ‘relevance’ factor. At White Chalk Road, we understand that there are more than 200 factors, on and off your site, that search engines (Google in particular) will consider before ranking pages in search results.
That’s why our SEO approach is part of a comprehensive marketing approach, based on most of these 200 factors weighted for importance.
To summarise this approach and help you understand our product offerings, we divide the factors into Relevance and Reputation factors/tasks and relate them to the specific plans that will enhance them. We use this proven formula to get results for our clients:
Relevance (SEO Plan) x Reputation (Web Marketing Plan)* = High Search Engine Rankings
Investing in both elements of this formula is the key to your online success.
Example Showcase
In this example, Website A and Website B are competitors, wishing to rank high on Google and therefore be found by customers searching Google for a particular search phrase. The example below has been oversimplified, but may help to explain the danger of ignoring reputation, which is something primarily acquired off-site (through back-links) and over time.
Website A
A page on Website A contains the search phrase and is well optimised for that phrase but the page itself has only one internal link and the domain only one external link (aka back-link). As a result, Website A’s page would not be sufficient to rank in first 1,000 pages of Google.
Relevance (score 30,000) x Reputation (score 0.1)* = Search Engine Ranking (score 3,000)
Website B
A page on Website B also contains the search phrase. Although the page itself is not well optimised, this page has dozens of good external links, so it will rank higher than Website A.
Relevance (score 15,000) x Reputation (score 3)* = Search Engine Ranking (score 45,000)
Conclusion:
Both website examples above display a lack of an integrated approach where either the relevance or the reputation factors have been neglected. As a result, these web pages fail to reach their ranking potential and miss out on market opportunities.
At White Chalk Road, we address both of these factors as part of our SEO and web marketing plans, and we are confident that we can achieve high search engine rankings for your business.
The examples above relate to organic search (aka non-paid search). Paid search (also known as sponsored search) works differently, so we have a separate approach for that.
* Please note: The reputation score above is a much more complex figure than simply the number of back-links.