A website is not a private home where only invited guests are welcome. The web presence of a brand is a public building: a library, a café, sometimes a zoo. Every day is open day. But as long as one has to know the exact address, the audience will be limited to its own fan club and some stray passers-by.
Search engines are the tool of choice when surfers try to find information. Leading the way is Google, recording almost 90% of all internet queries. It is not enough to get found, it’s also the position in the list of results that directly influences the success of a website.
That’s why “Search Engine Optimisation” (SEO) has become a self-contained branch of the internet service industry. Being a full-service agency, Kodiak offers all aspects of SEO.
The position of a web page in the result of an online query depends on many different factors. What these factors are and how they are weighted is the well-kept secret of the search engine providers. But experience and technical know-how can lift the veil. When Kodiak develops a new website, the optimal search engine ranking is something we look at right from the start.
Words a user types into a search engine, must appear in the visible text on the web page. Thus it becomes obvious that copy for the web must follow completely different rules than copy for any other media.
Kodiak’s copywriters are especially trained in writing copy that is optimised for search engines. Before the actual work begins, the most important search engine keywords and word combinations are investigated, tested and ordered by relevance. These words will then be embedded in the text whenever it makes sense.
To make a web page trackable for search engines and to receive the highest possible ranking, the used web technologies are also an important issue.
However, caution is advised here: Because dubious webmasters keep trying to use improper manipulations to increase the ranking of their pages, the search engine providers react very sensitive to dirty tricks like e.g. keyword stuffing or doorway pages. At the worst, this can lead to the irrevocable ban of a complete website from the search engine’s index.
Kodiak’s SEO specialists know exactly what is technically possible and what will be regarded admissable by the search engines.
Some factors affecting the ranking of a web page don’t have anything to do with the page itself.
Link popularity for example: If many external pages link to your page, your page is considered relevant by the search engines and the more prominent the links are placed on the external pages, the better is the ranking of your page.
One SEO application using this method is the installation of as many “backlinks” as possible. But again, this method must be used carefully. Many search engine optimisers create countless pages with thousands of links, solely to increase the number of backlinks to their own pages. But search engine providers know these link graveyards, so that a link from such a page may have a negative effect on your ranking.
Within Kodiak’s SEO service, we examine this potential along with all other possibilities of off-page optimisation.
Classic banner ads, entries in classified directories, Google AdWords, Yahoo! Search Marketing or other payed-inclusion programmes: Kodiak offers competent advice and supervision of your online marketing campaigns.
And you can even earn money with search engines! Place ads on your own website with Google AdSense for example and earn a little with every click! Kodiak can help you to integrate AdSense or other affiliate programmes into your website.