A New Approach to Search Engines Such as Google Has Proved a Great Success Says Aequitas Automotive, as the Company Has Moved from Link Building to Content Creation

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A new strategy for search engine optimisation has been a great success for UK company Aequitas Automotive. A campaign based on content creation and link earning has been a great success say the UK insurance provider.

Search engines like Google really want quality information from websites say Aequitas Automotive

High search engine rankings are the holly grail for many online insurance retailers. Huge marketing budgets are spent annually by millions of companies seeking the website visitors that can be attained with high positions in the likes of Google, Yahoo and Bing.

One UK Insurance provider has taken a new, and novel approach to the age old problem, and the new results have been impressive say Aequitas Automotive director Mark Griffiths.

"At Aequitas, a large proportion of our business is done online. As with all online retailers we need to be found by the customers we seek. This is done through good search engine marketing.

Our company used to employ a 'specialist' agency for this type of work, but we only had very poor results. Aequitas then took the decision that we would undertake our own work on the search engine optimization side. The primary reason for this was that we work in a niche market, that is rarely understood by the general public, let alone an outside agency. Who better understands our field than us?

We felt that our approach had to be specific to our field, yet varied in methods to achieve this. We used the medium of Press Releases extensively, as they are ideal for providing up to date news and comment on our company. We also ensure that we are involved on as many trusted campaigns and organisations as possible. Brand association is key to our progression."

However the traditional method of link building has not been a priority for Aequitas, as Mark Griffiths continued.

"Our main focus has always been to improve our retail websites. We aim to provide the very best information for our site users as possible. Our aim to make any Aequitas website and 'authority' in the market, and you can only do this one way - quality, original content.

We have also added more informal areas of content generation, such as expanding social media markets, and developing 'blogs' on our retail websites.

Interestingly we began our campaign over a year ago, long before Google ran its now infamous Penguin and Panda updates, and its recent issues with low quality 'exact match domains'.

Now a year on we have been able to measure our results and they are quite fantastic.

Our website traffic has increased nearly 200% this year, and our website conversions have also increased. We firmly believe that search engines put great emphasis on quality content, and this simply takes hard work and time."

The company added that the results from the current campaign have been so encouraging that it intends to implement them on three new brands in 2013.

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Nicole Simmons
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