Search Engine Optimisation & Promotion
 We have a carefully developed strategy to optimise and promote our websites to ensure that they rank highly on all commonly used search engines.
Having a website that ranks poorly on the search engines is like displaying a billboard in the forest. By developing websites with search engine optimisation (SEO) in mind, Refresh is able to successfully promote sites from the moment they go live:
1. Optimisation Development Process
Page optimisation forms part of the website development process, and involves setting up mechanisms that aid the search engines in ranking your site for keywords relevant to your business.
We do the following in the content management system (CMS) in order to aid in search engine visibility:
- Title – Our CMS allows you to edit the title of the page, it is important to insert relevant keywords here, but also for the title to be readable
- URL rewriting – this allows you to specify the website address of a page with relevant keywords: ie. www.petshop.co.za/products/cat-boxes - This aids in ranking a page under certain keywords
- META Tags – the CMS allows you to add a META Description, and META keywords per page, these can be used in your search engine listing on the results pages.
- HTML Sitemap – a sitemap that humans and search engines can browse, useful if humans get lost, and for search engines to index all pages in the website
- Blogs – Blogs are extremely effective tools in creating fresh content rich with your researched keywords, which create further results in the SE’s. We can integrate a blog into your site and ensure the posts are ranked effectively.
- XML Sitemaps – This is a list of all pages in a website that is directly submitted to the search engines in the form of an XML file, it also contains extra information about the page for the search engines (SE). We submit to Google, Yahoo and Bing Sitemaps.
- Google Analytics – integration of Google Analytics and setup of a Analytics account for traffic statistics and reporting
- ALT for images – our CMS allows you to clearly describe images to more easily index images in the search engines
- Robots.txt file – this file specifies whether SE should index certain content. Some content (eg. PDFS, customer information) you may not want to index.
- Refresh does not participate in activities that would harm your ranking – automated submissions, hiding text or links, and duplicated content.
2. Search Engine Submission Process
Refresh Creative Media uses the following process to submit to the search engines:
- Keyword research – based on keywords related to your industry we select keywords to insert into the content of your website, based on: number of search queries for that keyword, the competition for those keywords, and the relevance to your website/company.
- Keyword optimisation – we optimise all pages in your site based on the keyword selections, and run the pages through software that provides a report of potential recommendations.
- Directory submission – we start the submission process by submitting to relevant directories in your region/industry. For example for a medical company in South Africa we would submit to South African directories as well as medical directories. This builds the links to your website which in turn builds the sites page rank.
- Search Engine submission – we do manual search engine submission to all major search engines. (For a list of SE’s and directories, please contact us)
- Sitemap submission – we use software that dynamically generates a XML sitemap of your website to automatically inform the search engines of changes to your website. We submit to Google, Bing, Yahoo sitemaps.
- Monthly monitoring – we offer monthly monitoring and re-submission services to maintain your ranking.
3. Additional eMarketing Services
- AdWords – AdWords is a paid submission to the search engines, which creates adverts which display based on selected keywords. AdWords is very effective for product/service promotions and for the initial launch of a website for example.
- Social media marketing – Creation and monitoring of Facebook pages, Twitter accounts, YouTube channels etc. Integration into your website of social media feeds.
- Blogging – copy-writing of blog articles with your researched keywords, these articles can also be syndicated. (see below)
- Article syndication – copy-writing of articles and press releases and syndication to generate links and traffic to your website
- Google website optimiser - Create versions of your pages and analyse which versions are more effective at achieving your selected conversion. (Newsletter signup, product purchase etc)
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