|Captiva Marketing’s Mark Forst and Bill Brasser at the Annual Google Partners Summit at Google Headquarters in Mountain View|
It seems that every web design firm and ad agency these days is offering search engine marketing services. So what makes Captiva Marketing different?
Our client experience ranges from optimizing simple static sites for small businesses to implementing comprehensive online marketing strategies for global corporations like Sanofi-Aventis and bioMerieux. Our eCommerce team has provided guidance to major online retailers like Eddie Bauer and Shoes.com as well as helped local St. Louis companies like Mary Engelbreit, Store Supply Warehouse, Antennas Direct and many others achieve rapid growth. View a sampling of our Clients.
To develop effective search engine marketing programs, we engage in an extensive review of your current keywords, site structure, level of competition, level of existing algorithm compliance, level of existing link popularity, and other elements to determine whether a campaign can be designed within your budget that will realistically provide results with an effective ROI.
SEO is the process of making one's site comply with the search engine ranking algorithms so that it ranks well in the free (organic) listings. It is typically broken into "on-page" factors that are controlled by integrating keyword phrases into the site and making it spider friendly and "off-page" factors that are determined by the quantity, quality, and structure of links coming into the site.
Depending on the level of bid competition, search volume, and target cost per lead/sale, we typically utilize some form of CPC advertising in the campaigns we develop. By using negative keywords, stricter matching methods, and other methods to improve Quality Scores, we can often design CPC advertising programs that will have a positive ROI.
Unlike many other forms of marketing, online marketing benefits from powerful web analytics software that provides us with tons of data on how your campaign is working. By analyzing this data, we can make adjustments such as adding content, adjusting CPC bids, and engaging in more PR or link building. The overall goal is to take advantage of opportunities while reducing expenses associated with efforts/costs that are not providing an acceptable return.