Search Engine Optimization (SEO)
The goal of SEO and SEM is paying customers, aka acquisitions. Ultimately SEO and SEM are business tools for achieving business goals, whether that business be a volunteer organization or for-profit enterprise.
Google has approximately 200 factors in its PageRank algorithm for Search Engine Results Page (SERP) ranking. Many of these are well-known but others are less understood. What we have done at SEO Chiangmai is to create our own model of this algorithm as well as related link-building, off-page content and social media factors to create site and page checklists and backlink analysis.
This means that our approach is focused and data-driven. We focus on the numbers to achieve business objectives. We also fully understand the art of SEO, which changes rapidly and requires consultants keep up-to-date with the latest strategies and tactics, including local search, social media and content strategies.
Search Engine Marketing (SEM)
Search Engine Marketing (SEM) is quite simply paid search. SEO of course takes money as well, because it takes time and talent. However, SEM (paid search) allows anyone to begin paying for clicks. This is a double-edged sword. The relatively simple and friendly user interface of Google Adwords, Google Ad Planner and Facebook Ads sometimes makes people think that anyone can design and execute an effective advertising campaign. Time and again we find that the underlying complexity is incompletely understood and money is simply wasted. An understanding of multivariate statistics is one such domain of expertise needed, not to mention how efficient CPA (Cost Per Acquisition) can be achieved rather than the less valuable CPC (Cost Per Click).
Analysis, the Key to SEO and SEM
While many competitors offer lower-cost packages of Web and SEO or “guaranteed” keyword ranking, in many cases the most important part of SEO and SEM is missing. Anyone can guarantee a keyword ranking on keywords which are non-competitive or highly aligned with certain SEO factors for a site. The goal however is traffic and more importantly, conversions — visitors who become customers. Keyword ranking alone (especially on keywords which deliver irrelevant visitors) has no intrinsic value.
Proper Analysis is always a custom approach with an expert in SEO/SEM who considers the following elements, at the very least:
- Current page performance and metrics (Google Analytics)
- Page SEO Checklist (Title, Description, H1, Image metadata, page length, keyword density)
- Backlink analysis (Google, Bing, Yahoo Webmaster tools)
- Current site backlinks
- Competitor backlink analysis
- Keyword research
- Search-based keyword against current website
- Frequency and value-based keyword research
- Competitor keyword research
- Search engine performance (Google, Bing, Yahoo Webmaster tools, keyword sampling)
- Site SEO Checklist (Sitemap.xml, RSS feed, Canonical, Home page Title, Description)
- PPC/Paid Search/Banner Ad performance analysis
Deliverables for this analysis should be an SEO Dashboard and Task lists for Links, On-page SEO and Keyword targets. After analysis we can begin to talk about setting SEO/SEM performance goals relative to the business itself (and not just the website) and strategies and tactics to achieve them. Anything less than this will deliver lukewarm, generic performance at best, and at worst can be a waste of precious time and money.
Performance Goals, Strategies, Tactics
Only after sufficient analysis, and a deep knowledge of the SEO and SEM ecosystem, can performance goals, strategies and tactics be proposed and debated. In general there should be well-thought-out tactics in the following areas:
- On-page content
- Off-page content
- Social Media
- SEM/Paid Search/Advertising
Particular performance metrics, strategies and tactics will be based on the benchmarks, keyword and market competitiveness and business strategy factors as well as an understanding of the strategies and tactics available to the particular business. This is where we are experts as we help the client understand what they can do and what expertise, time and money is needed to achieve the business results.
Open Source Content Management
Time and again we have seen clients with custom websites, from static html pages to sophisticated database content management systems. Even as beautiful and functional as they may be, they invariably raise the risks and costs of change. Custom sites usually lock the client into a particular vendor and any migration becomes one of recreating the website, with costs in time and money. The solution to this problem is to use an open source and widely available and popular content management system. There are three such systems we support: WordPress, Mediawiki and we will soon add support for Joomla. By supporting these systems we dramatically lower the costs and risks for the client. For these three platforms there is an enormous global community of consultants, developers, designers and hosting companies who can develop and support these content management platforms.
SEO Content Management – Site and On-Page SEO
Not only do these systems make content management and website change management easier but they also reduce the time needed to implement and manage on-site SEO, syndication and analytics. Each platform has a wide community of contributors who provide extensions and plugins which add the SEO functionality needed to quickly and easily manage the site SEO and on-page SEO. In addition, there are numerous content-specific extensions and plugins which allow ease of integration and use of off-site content such as short-codes for Flickr images, image galleries, YouTube videos, integration of Feedburner for the RSS feeds and feed subscription management, etc.
Who We Are
SEO Chiangmai is the leading SEO/SEM in Northern Thailand. We help local companies in Thailand and abroad compete globally using SEO, Search Engine Marketing (SEM) and Ecommerce tools and strategies. SEO Chiangmai is a division of Lanna Innovation Co., Ltd., the Thai Limited print, web and mobile publishing company.
There is no magic pixie dust that makes us the leader. Rather it is simply our knowledge, strategies and execution. For our clients we pursue a multi-part approach: Analysis, Strategy, On-Page and Off-Page Content Management, Social Media, Link-Building and Paid Search. We have also developed and actively maintain a deep knowledge of the network architecture of the Internet, and we use advanced open source content management systems to lower the cost and risk and increase the efficiency of web content management and communication workflow.
White Hat SEO
We do not engage in any Black Hat practices and perform only White Hat SEO and SEM. As part of our engagement, our clients must pursue only positive, ethical marketing practices when engaging our services. We have dismissed two clients in the past. One for conducting a malicious campaign (unknown to us at the time) and another for insisting on misleading advertising copy (which we felt was not only a disservice but was entirely unnecessary). Ethical marketing works and unethical marketing is more of a sign of an overly aggressive or disturbed personality. We don’t work that way.
SEO Thailand Consultant Blog
SEO Chiangmai regularly contributes knowledge to the public through our Thailand SEO Blog.