Search Engine Optimisation Australia
Number of Votes: 7
Date Submitted: 22-May-2007
First Rate calls on many years experience working with hundreds of leading websites and their owners to advise clients on their online website strategy. First Rate also keeps up-to-date with online trends and cutting-edge marketing methodologies and combines this with client-specific online market research, competitor analysis and Website KPI benchmarking to advise clients on customer demand, online revenue models, required site functionality and online marketing.
Search Engine Optimisation (SEO)
SEO is the process of adjusting the content and technology of a site to increase the amount of natural search engine traffic (free traffic) it receives. First Rate started its life as an SEO company and is one of the most experienced companies in Australasia in this area. First Rate's founder is a frequent speaker at industry events and conferences in New Zealand and Australia, last year he also presented at Ad Tech New York.
Search Engine Marketing (SEM)
SEM is the practice of paying search engines to appear at the top of the search results in the 'sponsored listing' area. An advertiser's position is determined by how much they are prepared to pay per click, the relevancy of their ad, its popularity and other "Quality Score" factors determined by the search engine. Due to the auction effect, the Quality Score and the number of phrases involved this becomes a complex media buy that requires expert management. First Rate employs more than ten Google Qualified Adwords Professionals and manages over a million paid clicks per month on behalf of its clients.
First Rate manages the in-house email mailing lists of many ecommerce sites and publishers. These lists are used to send newsletters, offers and surveys to a site's registered membership. First Rate offers email strategy, template design, list growth tactics and an outsourced newsletter production and reporting service. First Rate manages over a million email subscribers and sends over two million emails per month.
In addition to the SEM media spend, First Rate also manages other performance based online media. These range from CPM (cost per thousand impressions), CPC (cost per click), CPA (cost per acquisition), CPS (cost per sale). First Rate places its client's ads on comparison shopping sites and affiliate networks but primarily places these campaigns on its own Ad Network (TPN). First Rate operates New Zealand's only significant Ad Network offering a range on services including banners, text ads and feeds. The TPN network has just launched in Australia. First Rate also partners with international networks buying their New Zealand and Australian 'eye balls'.
Online Advertising (banners and email lists)
In addition to the banners ads offered as part of the TPN, First Rate also offers more traditional online advertising media buying ('rate card'), although it should be noted that First Rate normally sticks to ad placements that have a proven direct response element. This means that First Rate places most of these media buys with SmileCity and EmailCash which are the email lists offered by Permission Corp. First Rate has also found Trademe to offer one of the best ROI from banners in New Zealand. First Rate is an expert in generating maximum response from this sort of online advertising.
Reporting & Analysis
First Rates methodology is based on direct response campaigns and so a clear picture of conversion rates and ROI from various media is vital. First Rate uses its own proprietary system Media Tracker to track site traffic coming from all sources (paid and free). Media Tracker also offers flexible action tracking so all site conversions can be tracked. Other systems recommended and supported by First Rate include Google Analytics and Omniture. First Rate offer expert implementation and analysis of such web analytics packages.