Digital Marketing & SEO

Analytics underpins pretty much all of what Spriing offers within its Digital Marketing Division. Numbers, trends, market size, consumer behaviour all go into determining the facts that drive the most effective activities for a client. The SEO and Digital Marketing sector changes at a staggering pace. Even in a few weeks many, many changes could have taken place in best practice and its imperative Spriing is on top of all of them. Understanding the digital marketing industry - monitoring and regularly adjusting our 'black book' of expertise and policy is critical.

Our digital marketing function breaks into 4 areas:

• Analytics
• Search Engine Optimisation (SEO)
• Paid Search (PPC)
• Affiliate Management

Analytics

All of the decisions made within a Digital Marketing and SEO strategy at Spriing are driven by numbers. Understanding what is happing in the marketplace and what your competitors are doing is the starting point of any campaign. This external analysis married with the understanding of what users are doing on your website, combines to give far reaching insight which drives the strategic marketing action and tactics to increase your market share and conversion online. Spriing will not guess, if the numbers are not available to support decision making, Spriing develops a predictive model to aid senior management to make decisions. From Google Analytics, Ominture and Webtrends to online surveys and focus groups – Spriing provides a complete analytics solution to solve client challenges.

Search Engine Optimisation (SEO)

Getting your website ranked at the top of Google is a business critical issue that few organisations grasp and achieve. But Google is not the only search engine to focus on. Yandex, for example, leads the way in Russia and Baidu has significant market share in China. Search results are also changing on a very regular basis – first we have simple listings of websites, then video increases in importance and then real time updates from Twitter and Facebook. Google even personalises results for each searcher – so a website that ranks well for someone may not rank well for someone else based on their individual profile.

It's all quite staggering and daunting for many businesses. But there is one thing for sure; achieving good performance in search engine rankings has an enormous impact on the bottom line of a business.

Spriing has built up market leading knowledge of SEO and have achieved outstanding results for a range of clients in a number of different sectors. We use analysis and research to determine what your share of an online market is, what keywords are most appropriate for you, what your online competitors are doing and most importantly how you will achieve a market leading position in online search. Spriing doesn't guess, everything is based on analysis of data. Spriing has developed a checklist of 192 points to help ensure your website ranks at the top of Google and all the other major search engines. From keyword density and inbound links to latent semantic indexing – we deploy the most suitable strategy for your business to beat the competition.

Spring are also happy to share knowledge and help clients understand the logic behind search engine optimisation, keywords and market analysis.

Paid Search (PPC)

The simplicity of deployment has fooled many clients and indeed inexperienced agencies into using PPC vehicles such as Google Adwords as a fast and easy way to drive immediate traffic to a website. However, PPC can be one of the most expensive marketing channels out there, if it is not set up to focus on the audience that actually meets the client's needs. Spriing has been operating PPC campaigns for over 7 years. We understand CTR's, multivariate ad testing, negative keywords, bid management and so on. We combine the use of all these areas to provide highly focused and prescriptive campaigns that drive real, targeted traffic to a website and traffic that will invariably convert. Spriing's sole objective is to drive as many customers to a client's website and convert them at the lower Cost of Acquisition as possible. We build models, we test performance of campaigns prior to launch based on predictive impressions and CTR forecasts. We take the guesswork out of PPC campaigns and make clients budgets go further and deliver better value.

Affiliate Management

Affiliate partners can be one of the most cost effective ways of driving traffic and sales to a client website. The principal of affiliate marketing is sound. Take a disperse global network of websites that have an interest in the product or service that you sell and market to them through those sites, reward each site owner for the traffic or customers they provide to your site. Spriing builds and manages global affiliate network. Affiliate campaigns are not simply about linking to as many partners as possible. The top affiliate sites can bring a disproportionate amount of sales to a client website and as such require closer attention and dedicated management. It's also important to ensure that affiliate campaigns fit with the rest of the online campaign, duplication of message does not generally build response effectively. Spriing works to ensure the greatest reach is achieved through optimising the use of affiliates within an overall online campaign.