Search Marketing

Why use Search Marketing?

Where do you go when you’re researching a business? Google.
How do you get onto Page 1 of Google? Search marketing.
Chapman Consulting’s digital team can optimise your website for SEO to maximise web traffic for your selected discipline, and we can also provide ongoing SEO support and PPC, as explained below.

Search Engine Optimisation (SEO)

Search Engine Optimisation is the organic use of website tools such as keywords and tagging to boost your website on Google’s rankings whenever a user searches for a specific term. 

SEO is particularly useful for converting users on your website as more often than not, users using search terms that relate to your site’s keywords will be looking for that specific product or service, making conversion easier.

SEO is not a one-off task, however, as the Google algorithm is adaptive in nature. This means that your website must adapt too. That’s where our digital team can help. We have extensive experience managing website SEO traffic and optimising for specific terms.

Pay per Click (PPC)

Pay per click (also known as Google Adwords) requires a slightly different approach to SEO as you are directly paying for exposure and therefore have more options to select your audience and increase relevant exposure to your product or service.

While SEO relies on specific keywords to drive organic traffic to your site, PPC is a more targeted approach that allows you to have more control over who your campaign is going to by using specific filters and exclusion criteria. The drawback to using PPC is that you have no control over the conversion rate for these users as you have no insight as to whether your target audience are searching for your product or service. You will, however, have a lot more control over the presentation of your ad, which is an area our digital team can assist with using our experience running PPC campaigns for multiple clients.