SEARCH ENGINE Optimization and Marketing Plans

Agenda What is SEO Industry Research SEO Process Technical aspects of SEO Measuring SEO success

What is SEO

Industry Research

SEO Process

Technical aspects of SEO

Measuring SEO success

What is SEO ( Search Engine Optimization) ? Key Term The ability to properly utilize the CORRECT methods to improve the volume and QUALITY of traffic to a website via ORGANIC search results

Where are the Organic Results? Pay Per Click Pay Per Click

Industry Research – Who gets the clicks? Organic Clicks vs Paid Clicks

Industry Research: Failure to use Search Engines Properly

SEO Process Step 1 : Discuss Business objectives. Step 2 : Conduct initial keyword analysis. Step 3 : Identify the keyword/landing page combinations. Step 4 : Interim Client Approval for Keyword/Landing Pages. Step 5 : Baseline Ranking & Traffic reports. Step 6 : On-site & Off-site optimization. Step 7 : Detailed Recommendation documents. Step 8 : Implementation. Step 9 : Monitoring and Optimizing: We provide monthly reporting and optimization recommendations. The reporting is compared to the baseline (or previous month’s results) to identify trends and help guide additional adjustments.

Technical SEO Comprehensive Website Analysis Keyword Research and Analysis. Baseline Ranking report. Competitive analysis in Search Engines. Content Analysis & SEO Copywriting. Analysis of URL structure & information architecture. Analysis of internal linking. Analysis of source code and page layout. Code validation. Search Engine Saturation. Link Popularity Analysis. Link Relevancy & Co-Citation Analysis (Topical Relevancy).

Comprehensive Website Analysis

Keyword Research and Analysis.

Baseline Ranking report.

Competitive analysis in Search Engines.

Content Analysis & SEO Copywriting.

Analysis of URL structure & information architecture.

Analysis of internal linking.

Analysis of source code and page layout.

Code validation.

Search Engine Saturation.

Link Popularity Analysis.

Link Relevancy & Co-Citation Analysis (Topical Relevancy).

Industry Research: Different forms of SEM

Measuring SEO success Keyword Ranking. Website Traffic. Increase in "Share of Traffic" per keyword. Increased Revenue/keyword. Increase in Impressions ( good for Publishers to show advertisers). Lower dependence on Paid Search. Lowering the cost per acquisition.

Keyword Ranking.

Website Traffic.

Increase in "Share of Traffic" per keyword.

Increased Revenue/keyword.

Increase in Impressions ( good for Publishers to show advertisers).

Lower dependence on Paid Search.

Lowering the cost per acquisition.

SEM- ROI Analysis Goal of the website? Generate leads Generate interest in a product or service Inform/persuade the public Increase market exposure Name awareness Brand awareness Generate sales

Generate leads

Generate interest in a product or service

Inform/persuade the public

Increase market exposure

Name awareness

Brand awareness

Generate sales

SEM- ROI Analysis What’s the goal worth?? Products: 25% of all leads convert on an average $1000 a year in sales, the value of a lead is 0.25x$1000=$250 If your goal is exposure and, for example, 1% of viewers convert to customers at an average $1000 a year then the value is .01x$1000=$10/person viewing each online ad or link.

SEM- ROI Analysis How many times did you achieve that goal? You need at least 3 of the 4 basic metrics: Landings on a specific page or file . Did you send your potential customer to the right information they were seeking? Our SEM/SEO programs optimize and track this information and can give you monthly or even weekly reports. Where your visitors came from . Search engine ads? Banner clicks? Again, we can track this information for you. Conversions . We can tell from our analysis which ads work and which don’t, and adjust the programs accordingly. Source of conversions . If an ad, keyword, newsletter, etc works then we can target those areas much closer and get even better results. Place BETTER money after good!

You need at least 3 of the 4 basic metrics:

Landings on a specific page or file . Did you send your potential customer to the right information they were seeking? Our SEM/SEO programs optimize and track this information and can give you monthly or even weekly reports.

Where your visitors came from . Search engine ads? Banner clicks? Again, we can track this information for you.

Conversions . We can tell from our analysis which ads work and which don’t, and adjust the programs accordingly.

Source of conversions . If an ad, keyword, newsletter, etc works then we can target those areas much closer and get even better results. Place BETTER money after good!

SEM- ROI Analysis What did it cost to achieve that goal? You’ll never know without the proper analysis. How many clicks were on the ad that you spent $50 for? You earned $1500 on clicks, but what did they cost you? Which PPC ads did you spend money on and not result in any revenue? Did the majority of your conversions come from organic or paid links? Affiliates?

You’ll never know without the proper analysis.

How many clicks were on the ad that you spent $50 for?

You earned $1500 on clicks, but what did they cost you?

Which PPC ads did you spend money on and not result in any revenue?

Did the majority of your conversions come from organic or paid links? Affiliates?

Thank You All Pro Networks, Inc A division of IMAGE Worldwide, Inc www.allpronetworks.com