The Internet is undoubtedly the most powerful way to gather information about anything and everything. In fact, internet marketing has been proven to be the most cost effective and targeted means of reaching a global customer base, which makes it a vital part of any communication strategy. There are a number of ways to successfully market your brand on the internet without resorting to un-favorable tactics such as spamming. At EMG, we have invested both time and resources into developing ethical internet marketing strategies which are best suited to equine businesses. The equine industry is one that has been built on word of mouth and peoples reputations, so it is no surprise that we strive to ensure that you’re online word of mouth and reputation does not let you down.
 

The primary goal of any internet marketing strategy is to drive the right customers towards your web site. It is no surprise that the more hits your site receives, the more enquiries you will generate, which then converts to sales revenue. So with this in mind it is obvious that simply having a website is not the answer; you still need to be found. As the saying goes: ‘If Google doesn’t know you…..then you don’t exist!”

Our Internet Marketing services offer you the best possible way to increase your product reach via our Search Engine Optimisation (SEO) services and Pay Per Click (PPC) campaign management.

 Search Engine Optimisation is one of the most important parts of web development as there is no point having a quality web site if not many customers know where to find it.  Every website has an address, but the problem is that only people who know where it is will be able to locate it. For any business to grow it is not enough to just service existing customers, you also need to be found by new customers who are shopping around. This is where search engines such as Google and Yahoo! come in.

What is a search engine?
A search engine is like a highly intelligent telephone directory. When a customer wants to find out information about a product or service they will type it in to a search engine. The search engine will then conduct the following steps.

1. Search through indexed pages
Just like a phone book, a search engine has a list of all web pages it can find and indexes them so it knows where to find them when needed. If a customer searches for ‘horse riding’ for example, the search engine will sort through its indexed paged and locate all that contain information on horse riding.

2. Rank pages based on search criteria
Based on what the customer has searched for, the search engine will then rank each page based on it’s relevance to the search criteria. This is where the magic happens, as search engines use complex algorithms to decide which page is ranked where.

3. Display
The results are then displayed on screen for the customer to decide which page to visit. The reason why SEO is so important is that the majority of customers will never venture past the first page, so if your page does not come up in the top 10 then it is highly likely that the customer will not even know that you exist.

So how does EMG optimise a site to rank higher on search engines?
At EMG, we grow your ranking by delivering your site in a way that is recognisable and ‘attractive’ to the most used search engines. Though no search engine will publicly disclose the algorithm they use, there are a number of ways which are both known and successful in growing online ranking. The primary objective is to distinguish yourself from your competitors as they are also trying to achieve the same objectives as you – to get more customers

Pay per Click (PPC) advertisements allows website owners to purchase advertising space on other websites and search engines. As the name suggests you only pay when a customer clicks on the link and visits your site, which is much better than traditional advertising where you have to pay for printed advertisements which may not even bring you any business. The most common PPC provider is Google AdWords. Advertisers select the words that they want to trigger the display of their advertisement and bid on how much they would like to pay per click. When a customer searches for one of the keywords specified the paid advertisements for that word will come up on the right hand side of the search screen. The order of paid advertisements depends on how much you bid and the quality of your website. The best part of AdWords is that you only pay if the customer visits your site. Also, you can set a daily limit to your advertising cost (e.g. $2.00), so you won’t spend more than you want to.

At EMG, we believe in assisting our customers through educating them on how to manage their own PPC campaigns. We can set up an AdWords account for your website and then train you on how to use it to attract quality customer to your website. For those that would rather have a fully maintained service this is also available.*