WHO IS EKG? EKG, Inc. is a New-York based insurance andfinancial consulting agency. The firm has over 3000employees, and has been in business since 1985.The firm specializes in providing insurance productsand services to small-to-medium sizedbusinesses, and upper-middle class individuals.
WHO USES EKG? EKG targets upper-middle class individuals, as wellas small to medium sized businesses. We recommend separate, and specific, strategieswhen reaching out to each target market, as eachhas separate and distinct needs when it comes tothe services needed from EKG.
CREATING AN ONLINE PRESENCE We recommend areorganized website inwhich all traffic will bedirected to Develop a websitearchitecture to helpbuild website
SEARCH ENGINE OPTIMIZATION Search engine optimization is the process ofaffecting the visibility of a website in a searchengine’s organic search results. When potential customers search for insurancecompanies online, EKG needs to be highly visible We recommend using terms that are popular onsearch and have relevance to EKG products
SEARCH ENGINE OPTIMIZATION, CONT. We recommend EKGfocusing advertisingdollars where thereis regional interestfor certain products
PAY PER CLICK Pay Per Click is an advertising model used to directtraffic to websites, where advertisers pay every timethe ad is clicked We recommend using a PPC campaign that usessimilar terms to the SEO campaign to promote theirwebsite Using keywords similar to the SEO campaign willhave both the organic and the ad results show up insearch
KEY PERFORMANCE INDICATORS How well did the campaign do in terms of reach andimpressions? How many times was the ad delivered? How many times did the web site or web page show upin organic search results? How many times was the ad or search resultclicked on? What was the click-through rate for search? What was the click-through rate for PPC? How much time is being spent on the site? How many visitors purchased a service? How many of those came from either search or ad?