Driving | The Bastion Way

First, because we are a full services web company we always consider how our efforts in one area - such as Search Engine Optimization, will affect another area – such as design effectiveness.  If we make changes to the content of a web page to rank higher in Google or Yahoo, how will those changes affect the actual web visitor’s reaction to that page.

Next, we believe that marketing is cumulative in nature.  It’s very difficult to win long term if your short term efforts don’t build on one another.  The strategies we recommend are typically those that not only work today, but also build for tomorrow.  This sometimes means we’ll sacrifice some short term success or spend a little more time to build a solid base.  However, the goal is increasingly bigger payoffs. 

Some examples of this:

• Spending additional time determining the best keyword phrases to target. We may not optimize and advertise right away for all of the keywords phrases we determine to be worthy.  However, knowing in advance where we’re heading allows us to set up better campaign tracking and a more comprehensive site structure.
• Creating standard Landing Page formats that can serve multiple campaigns.  We may spend extra time planning an effective and flexible landing page format resulting in less developing time for each future PPC campaign.

Finally, we stay informed while continuing to explore.  There are many who have come before us and made discoveries.  What direct marketers did in the 1950’s is relevant to how we do online marketing today.  Further, discoveries that our peers made last week regarding the latest search engine algorithm change also help us stay on top of the industry. But we can’t learn it all from others.  Cutting edge online marketing also means that we need to dig in and discover for ourselves and pass the benefits of those discoveries onto our clients.