Seo Marketing Plan Ppt

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Seo Marketing Plan Ppt

  1. 1. SEARCH ENGINE Optimization and Marketing Plans
  2. 2. Agenda <ul><li>What is SEO </li></ul><ul><li>Industry Research </li></ul><ul><li>SEO Process </li></ul><ul><li>Technical aspects of SEO </li></ul><ul><li>Measuring SEO success </li></ul>
  3. 3. 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
  4. 4. Where are the Organic Results? Pay Per Click Pay Per Click
  5. 5. Industry Research – Who gets the clicks? Organic Clicks vs Paid Clicks
  6. 6. Industry Research: Failure to use Search Engines Properly
  7. 7. 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.
  8. 8. Technical SEO <ul><li>Comprehensive Website Analysis </li></ul><ul><li>Keyword Research and Analysis. </li></ul><ul><li>Baseline Ranking report. </li></ul><ul><li>Competitive analysis in Search Engines. </li></ul><ul><li>Content Analysis & SEO Copywriting. </li></ul><ul><li>Analysis of URL structure & information architecture. </li></ul><ul><li>Analysis of internal linking. </li></ul><ul><li>Analysis of source code and page layout. </li></ul><ul><li>Code validation. </li></ul><ul><li>Search Engine Saturation. </li></ul><ul><li>Link Popularity Analysis. </li></ul><ul><li>Link Relevancy & Co-Citation Analysis (Topical Relevancy). </li></ul>
  9. 9. Industry Research: Different forms of SEM
  10. 10. Measuring SEO success <ul><li>Keyword Ranking. </li></ul><ul><li>Website Traffic. </li></ul><ul><li>Increase in &quot;Share of Traffic&quot; per keyword. </li></ul><ul><li>Increased Revenue/keyword. </li></ul><ul><li>Increase in Impressions ( good for Publishers to show advertisers). </li></ul><ul><li>Lower dependence on Paid Search. </li></ul><ul><li>Lowering the cost per acquisition. </li></ul>
  11. 11. SEM- ROI Analysis Goal of the website? <ul><li>Generate leads </li></ul><ul><li>Generate interest in a product or service </li></ul><ul><li>Inform/persuade the public </li></ul><ul><li>Increase market exposure </li></ul><ul><li>Name awareness </li></ul><ul><li>Brand awareness </li></ul><ul><li>Generate sales </li></ul>
  12. 12. 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.
  13. 13. SEM- ROI Analysis How many times did you achieve that goal? <ul><li>You need at least 3 of the 4 basic metrics: </li></ul><ul><li>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. </li></ul><ul><li>Where your visitors came from . Search engine ads? Banner clicks? Again, we can track this information for you. </li></ul><ul><li>Conversions . We can tell from our analysis which ads work and which don’t, and adjust the programs accordingly. </li></ul><ul><li>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! </li></ul>
  14. 14. SEM- ROI Analysis What did it cost to achieve that goal? <ul><li>You’ll never know without the proper analysis. </li></ul><ul><li>How many clicks were on the ad that you spent $50 for? </li></ul><ul><li>You earned $1500 on clicks, but what did they cost you? </li></ul><ul><li>Which PPC ads did you spend money on and not result in any revenue? </li></ul><ul><li>Did the majority of your conversions come from organic or paid links? Affiliates? </li></ul>
  15. 15. Thank You All Pro Networks, Inc A division of IMAGE Worldwide, Inc www.allpronetworks.com

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