Web design and marketing solutions

Highland Media Solutions specializes in organic search engine marketing (SEM) and print advertising collateral. Although our core competency is organic SEM, we do offer pay per click consultation and campaign management.

Online Marketing

What is search engine marketing? Consumers shopping for goods and services online use search engines as their primary starting point in locating reputable online businesses. A highly placed listing in the search engine results for your primary key phrase query ensures your customers will find you. At Highland Media Solutions, we understand what each search engines requires and how the many elements involved in SEM combine to produce top listings. Our SEM campaigns include modifications to your existing website, or the development of a new site with a focus on top search engine placement.

What aspects of a website influence search engine results? Though the specifics of each area can be quite detailed, the fundamental elements of a SEM campaign involve modifying, or optimizing the following:

• Website navigation/architecture
• On-Page content (Relevant HTML tags, quality of content, keyword density)
• Links to and from other websites
• PageRank (Google's ranking of relative importance)

A search engine marketing campaign involves first an analysis of your needs. Whether starting from scratch, or optimizing an existing website, we analyze where you are, and what you hope to acheive with your marketing campaign. Among the very first consultations we provide will be a keyphrase analysis.

A competitive keyphrase analysis will determine how your customers find you, and how best to position your website so that they will find you before your competitors. Business owners know very well who their customers are and how they might find the products or services they sell. It might seem easy, or obvious which key phrases a person would use to find your site but that is often the first mistake made in online marketing. Complicating the matter of connecting customers to your online business are the 9 Billion other web pages currently live. And that number grows every minute. This highlights the importance of a results-oriented key phrase analysis and a highly focused approach to search engine marketing.

Subsequent to the keyphrase analysis, but no less imporatant is a link analysis. A link analysis is used to determine who is linking to your website, and who should be linking to you. Generating a lengthy list of unrelated, low PageRank links to your website may do you more harm than good. Developing a number of high quality, highly relevant inbound links to your website often can mean the difference between a top ranking, and no ranking at all.

Your websites architecture plays a critical role not only in your customers user experience, but also how the search engines view your site. Although eye-catching images and Flash components make for a satisfying visual experience for the user, search engines have a difficult time finding the relevant content buried within your site. Finding the compromise between pleasing your customers eyes and accomodating the search engines' needs can be a delicate task. In the case of database driven Ecommerce sites, that compromise can seam impossible. We have found however, that by designing a marketing campaign into the site, rather than around it, we make the "impossible" possible.

A word of caution. While much of the attention today is focused on Google, it is important to remember that all other search engines combined still account for roughly half of all traffic delivered by search engines. Be wary of marketing campaigns focused exclusively on one search engine, or one technique. Highland Media Solutions delivers a comprehensive marketing package tailored to your business and designed for maximum impact.

Offline Marketing

Highland Media Solutions offers graphic, web, and audio editing services to complement your current marketing programs. We can help you make use of new technologies, or upgrade your use of existing mediums both online and off. Some of the services we offer include:

• Magazine Advertisement Design
• Logo Design
• Video/Audio Editing and Copying
• PowerPoint Presentation Development

Please feel free to inquire about services not listed.

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