1.1 So what makes a good quality link?

A link which is relevant and which comes from another website of authority from near your locality, is the best type of link for helping your own website rankings.

1.2 How to create a link using the EcoSwitch site

EcoSwitch is hosted in the UK although it is an international site with information relevant to consumers wherever they are.

Sign up to a Text Link advert and we will then find an article or news feature relevant to your company, product or service. If one has not been written yet on the site, we will create a text link on a page with a keyword relevant to your line of business.

Not only will the text link help the ranking of your site, but you may also get some good quality traffic from it although traffic is only guaranteed if we write independent articles on your company, product or service (covered later in this guide).

1.3 Text Link Advert Case Study

For example, a client Mozo from Australia contacted EcoSwitch to request for a text link advert. The Text Link Advert was confirmed as follows:
PREFERRED PAGE: http://www.ecoswitch.com/articles/compare-gas-and-electric-prices-make-your-gas-and-electricity-a-green-tariff/
AGREED RATE: $180/yr (£10 per month equivalent)
CLIENT: Mozo
LOCATION: Article Content Area
ANCHOR TEXT: Term deposits
HTML code: <a href="http://mozo.com.au/term-deposits>term deposits</a>

We slightly amended the text of the article and inserted their anchor text so that it blended in naturally with the theme of the page.

1.3.1 Original content in the EcoSwitch article

Understandably though, Ecoswitch only deals with those companies that are providing gas and electricity which make a sustained effort at using, and developing the use of, green technologies, green energy and renewable energy sources. That's why our support is for the 'Green Three': Good Energy, Green Energy UK and Ecotricity.

1.3.2 Updated Content (with the advertisement copy):

Understandably though, Ecoswitch only deals with those companies that are providing gas and electricity which makes a sustained effort at using, and developing the use of, green technologies, green energy and renewable energy sources. It is their innovation that is making green energy more readily available, at prices that won't deplete people's term deposits and savings accounts. It is the future of our planet that hangs in the balance, and we can all play a part. Ecoswitch recognizes those companies that are doing their best to go green. That's why our support is for the 'Green Three': Good Energy, Green Energy UK and Ecotricity.

1.3.3 What EcoSwitch did for Mozo:

We added a short line to the original text of the article and then added anchor text link using relevant keywords ‘Term Deposits’ to Mozo’s site. We ensured the anchor text blended in naturally with the theme of the page and linked to the following URL: http://mozo.com.au/term-deposits. We highlighted the anchor text blue and then underlined it to indicate an active link.

2. Independent Search Engine Optimised (SEO) Article(s)

If you wish to enhance the amount of traffic that you get to your site, our English graduates who are trained in both effective writing and Search Engine Optimisation, can write independent article(s) or review(s) on your company and/or product.

2.1 Features & Benefits of Article Writing for your Organisation

2.1.1 Independent Testimony

The articles act as independent reference for your products and make consumers more likely to buy or order from your site having read the review. Some companies link to the article from their testimonials section, to give credence to what they say.

2.1.2 Submission to Articles Directory

Access to our popular articles Directory where other articles can be found. You can view these articles or news items posted within the Article and News tab at the top of the EcoSwitch home page.

2.1.3 Low-cost route to market

Each article is typically a fraction of the cost of a newspaper advert.

2.1.4 Ongoing Traffic

Once written you will benefit form ongoing traffic. Even if an advertising and article campaign stops, you benefit from ongoing traffic although the dedicated link to your site will be deactivated should you no longer wish to work with us.

2.1.5 Search Engine Submission

Articles are written and submitted to search engines by Search Engine Optimisation experts.

2.1.6 Your input

Although all articles published are independent, we are happy for you to submit to us any information on your products or services that you deem relevant.

2.1.7 Fast Loading

To ensure that articles are easily loaded by search engines, they are normally up to 500 words. EcoSwitch will work to ensure that you enjoy naturally high listings on the Search Engines for a broad range of the most popular Environmental, Eco-Friendly and Green search terms relevant to your organization and website.

2.1.8 Experience and track record

You are in safe hands as we have already written hundreds of articles for organisations spanning numerous sectors. For example, if you are in the Ethical Money sector, an article could be written on your specific company as well as additional articles on each of the financial services on offer. These could include, for example, Bank Accounts, Credit Cards, Mortgages, Investments, Pensions, Health and Life Insurance.

2.1.9 Long-term build

The article writing strategy is not ‘quick win’ but over the long term will help you gain a strong sustainable online position that will become a distinct competitive advantage. It results in a high natural ranking and efficient conversion cost.

2.2 Web Page Development - Search Engine Friendly

Each article written is developed in a way that is Search Engine Friendly. Our programmers and writers have been trained in On Site SEO and therefore know how to use cutting edge programming strategies to enhance the level of traffic going to your website. Pages are fast loading and enable all relevant content to be “Spidered” by the Search Engine, before anything else on the page to get to the most important content first.

2.2.1 Page Structure

All pages are structured using standard html formatting of headings and paragraphs with key-worded internal linking to relevant pages. This standard html formatting of text is recognised by the Search Engines and with correct use we are able to highlight important text and keywords within the content of every page.

2.2.2 Page Content

RSS/News Feed’s and Blogging technologies have been installed into the site containing relevant Industry and EcoSwitch news, Press Releases, and Advice for surfers. This RSS Feed automatically “Pings” (Announce) itself to the main RSS and Blog directories with unique, relevant and up to date content.

This tactic not only brings in direct and relevant traffic from the RSS and News sites but more importantly attract Search Engine Spiders to the site and therefore enable EcoSwitch to get its pages and KeyWord relevant content indexed in the search engines almost immediately.

2.3 Case Study

You can see an example of a recent review we've done to help promote Economist Magazine's Sustainability Summit. If you type in their preferred keywords 'Economist Sustainability Summit' or 'Economist Sustainability Summit 2010', the review should come up. We do an annual review of their event for them and have done for the past two years. Both articles appear on the front page of google and we can do the same for your product or service, providing it is genuinely environmentally-friendly or ethically rated.

3. Pay Per Click Google Adwords and On-line Marketing Strategy

Without investment in a comprehensive and micro-managed Pay Per Click (PPC) marketing campaign, the number of visitors to your website will always be limited. A number of strategies and tools are used to bring your site the right kind of demographic traffic through major Search Engine Networks including but not exclusive to Google, Yahoo, MSN, and Miva.

3.1 Initial Key-Word Research

To achieve this, a large but specific collection of eco related Key-Words and phrases that potential searchers in your target market would use to find your ecological products and/or ethical services will be utilized.

The campaign will be based upon actual search terms being used in the Search Engines in the last 3 months ensuring the search terms and Key Words used are up to date with the industry and any terminology used. The campaign will be allowed to run for 1 month in order to collect a respectable amount of data on the effectiveness of Key-Words, Ad Text Creative, Landing Pages and essentially find out what search terms are the most productive. The main 2 focus groups for EcoSwitch to target in its Online Marketing Strategy have been identified as:

3.1.1 Surfers – this is the B2C relationship.

EcoSwitch will appeal to this group in order to meet their need in finding the most efficient and cost effective eco friendly products.

3.1.2 Manufacturers / Retailers – this is the B2B relationship.

EcoSwitch will provide a direct to market solution for sellers of eco friendly products and services.

3.2 PPC Advert Creative

After completing the keyword research, adverts will be designed to incorporate the keywords. We look at what the competition are using in terms of advert creative and then improve upon it.

3.3 PPC Optimisation

Even though Optimisation is a continual and daily activity, it is important that the Initial KeyWord Research be complete before any major changes are made. Once complete the first phase of optimisation will be carried out. This phase is predominantly concerned with the removal of the most wasteful or unproductive Key Phrases being used. This will allow for the Pay per Click budget to be focused more on what has actually proven to work.

Proactive Testing and Optimisation will continue on a daily basis and in response to known market trends and changes. After 3 months of manual optimisation, the campaign will be well established and based upon market competition, the introduction of Bid Management software may be considered.

3.4 Ongoing Micro-Management of your PPC Campaign

After agreeing a budget for the campaign itself including the desired cost of each click based upon your keywords, we will proceed to micro-manage the campaign for you until it yields the desired results.

PPC Management will enable EcoSwitch to continuously improve the efficiency of your campaign and have the knowledge and control to make commercial decisions. This will help ensure success rather than failure.

The campaign will be monitored on an hourly or daily basis based upon the size of your campaign. Weekly reports will be produced to help manage the efficiency of the campaigns. Valuable knowledge will be gained on the strategy of the competition. This will give important intelligence on the marketplace and an edge over the competition.

4. EcoSwitch Site Advertising

4.1 Why Advertise with Eco Switch?

4.1.1. Established Audience

Access an established and fast growing environmental audience.

4.1.2 Cross-Fertilization of Categories

Benefit from enhanced traffic resulting from numerous environmental categories.

4.1.3 Eco-Friendly Server

Eco Switch is hosted on an eco-friendly, energy efficient server. Our electricity is also sourced from 100% Renewable Electricity.

4.1.4 Results

We will get you results or you can cancel the advertising campaign at any time.

4.2 Monthly Advertising options

If you want maximum exposure, choose an advert on the front page of the site.

If you want some exposure but less cost, choose an advert position within a category section of the site.

4.3. Assistance with advert design

·       Static Adverts - £100 | Basic advert with no movement.
·       GIF Adverts- £150 | The graphic interchangeable format permits basic slide shows by layers.
·       Flash File Adverts – £200 | More complex and it may involve us supplying graphics or special coding.

In all cases, please email us your ideas for an advert to advertising@ecoswitch.com and we will do our best to create what you want. Depending upon your requirements, you may need to inform us how long you want slides to last in seconds. If you require graphics or special coding, please advise.

- Better positioning of keywords in the search engines

- Entry into Google News

- Providing good and engaging content for social media campaigns in Twitter and Facebook

- Creating and populating a YouTube channel and increasing the number of online sales of your product/service through achieving a better conversion rate.

The above video marketing service is currently the only EcoSwitch option subject to an annual contract. This is because the initial set up costs have been spread into monthly payments throughout the year to make them more affordable for even the smallest size of organization.

Publicity has enhanced credibility with the public than a stand alone advertising campaign. Readers feel that if an objective third party is featuring your company then you must be doing something worthwhile. PR concerns itself with building a brand, developing the message, and gaining trust for brands and products.