Organic Search Engine Optimization

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Organic Search Engine Optimization

  1. 1. Business Issues For The Small SEM Shop Search Engine Strategies — conference and Expo Dec. 4-7, 2006, Chicago Ken Jurina - President, Epiar Inc. www. epiar. com """""""" '° epiaP? ?" larget, connec1. SUCCEGG. ‘
  2. 2. www. epiar. com. ~‘ses 1-888-428-5545 *4 Typical Industry Pricing Models ii’-'34’-’-'-“-”! ’1’= ’-4 1. Retainer-based: — Monthly fees (6 to 18+ month contract). — “Search and peck”. 2. Pay for Performance: — % of gross sales, commission, pay per lead 3. Fee-for-service model: — Project-based, with finite scope. 4. Hourly consultation: — Often, a quick-fix approach and SEO suggestions. Ken Jurina President / i’ Epiar Inc. target. connect succeed? ‘ J J . .~, -Ufiqn R. ..-2 Lprtfl . - >1; F: uI~u1rIuI . v-pun: pun novqdrrlfilnlvul; Arm ‘I: . m
  3. 3. www. epiar. com/ ses 1-888-428-5545 1* Our Extensive Planning §£'. ’.'£’£l'! .”! Ii’. '.'Z Ken Jurina President / / Epiar Inc. target. connect succeed’f' huntmnaavn-Ituwrnnnuupnznxun-vi: -II-pcrnuuaéanrm Idllqhflxvnl £0,498}! !! Fa-I-aurvvlangr-uyyuu-rqu-curt: -nnifaulu
  4. 4. www. epiar. com, -‘ses 1-888-428-5545 ’Our standard SEO Services - 85% Fee for service with finite scope & deliverables. - 10% Pay for performance - 5% Customized Services - Core service involves 3 “branded” phases: - Extensive keyword research (20,000-100,000+ phrases) — Keyword placement & site architecture. — Inbound link campaigning & reporting, online PR. - Stick to your “profitable” business model — If necessary offer customized services. Ken Jurina President /1’ Epiar Inc. target. connect succeed? ’ J J . .»-, Ravi; R. ..-2 Ly, »-ye : >1: Em: ~u1n. n myl-c ydk nuqu-rxw-mun AF»: *1: . m
  5. 5. www. epiar. com, -‘ses 1-888-428-5545 ’0ur Customized SEO Services - Not every client’s needs are the same (new/ old site? ). — But, your customer should “fit” your pricing model whenever possible. - Different levels of custom services available. — May include: - Web site audits (inherit the mess! ) - Web analytics (before & after) - Monthly maintenance/ marketing plans - Hourly consultation (project management) — 3'“ party copywriters, agencies, web dev companies Ken Jurina President /1’ Epiar Inc. target connect succeed? ’ .1 . .»-. -ufiqr; it-as C. prIfI : >1: E: nr~u1n. n my)-c guru uvqurvxrrncvun Aha: H: . II
  6. 6. ’Importance of Customer Profiling - Find the right “bowl of porridge”: — Determine your target market and go after it. - Small companies usually buy in quicker, but can’t afford the services. - Larger companies can afford, but buy-in is not always possible across depts. , or there's a long sales cycle. - Mid-size is just right! — Owner or C-level executive approval is easier without having to go through marketing or IT departments for initial buy-in. (Present to the decision makers! ) - Pricing is reasonable to their budget. Ken Jurina President / ..-’ Epiar lnc. target. connect succeed? ’ J J : ,r. .--. -'. =t¢r~. ‘lain! E4», --:1 : I‘): Fan nudrlal . y.yl-cyuu nvqunvxrnm um». .4E; - in: . II
  7. 7. www. epiar. com, «‘ses 1-888-428-5545 ’Pricing & Perception - Our initial pricing model was fixed. (i. e. $25K) — Caused some sticker shock to occur. - No opportunity for client to “taste the goods”. - Changed to phases & variable costs. (i. e. starting at $7,500) — Clients could comprehend costs/ phase and accept price. - Final costs were often the same, but prospects seem more amenable to lower introductory pricing & paying over time. Ken Jurina President / ..-’ Epiar Inc. target. connect succeed? ‘ .1 .1 . m Haw; it-at Lung: : I-J); F: m~u1n-- h1uflil£yb‘k uvqnlrvirrnn-van AF; -a H: . II
  8. 8. e D 8 r‘ www. epiar. comsses 1-888-428-5545 ’Proposals and Contracts - Proposals must be detailed and comprehensive: — But get to the point. (25pg. contract down to 5-7pgs. ) — Shows transparency in the services we offer. - “This is a no-brainer”, “Why doesn't everyone do this? ” — Ensure that logic is evident; clients can buy in & refer when they understand the deliverables. - Proposals & contracts are a must: — Outlines responsibilities & deliverables (client's & yours). — Defines work without being bound to a guarantee. - Shows professionalism & CYA and theirs. Ken Jurina President / l’ Epiar Inc. target. connect succeed’“f° J J , .. m H511!-. =1-an: cprgq : 2-)); Fan wndrvnl my! -c (um nuqnrns-run-mu, .1?»-H: . '1
  9. 9. www. epiar. com, -‘ses 1-888-428-5545 ’ Location, Location, Location - Pricing based on what the market can bear. - Outside the major markets (NY/ LA): — Premium pricing can be a hard sell. — More difficult to justify higher pricing. — Small-town companies expect big-city service at small- town prices. - The “Made in Canada” advantage? : — Considerably cheaper than some US counterparts. ..yes. — But. . . currency exchange not what it used to be. Ken Jurina President /1’ Epiar Inc. target. connect succeed? ‘ i . .'.1 rm. .vr. u-uu 1 . . 5.141 : ,‘_.1 .11 : .|-I. ;-rm -.1 .1 E, -. 1»-. -'4=t¢v~. it-uv ‘yrlfl : >1: E: nr~u1n. n .5-yin: guru uvqurvxrnmv-1|: 3?»: H: . I‘
  10. 10. www. epiar. com, «‘ses 1-888-428-5545 "‘So, Why Should We Go With You? ” - Choice between: — Being a “me too” organization. — Offering a unique value proposition. - What are Your Competitive advantages? : - Competitively priced. — Focus more on organizational strengths. — Proprietary software applications. — Strategic alliances — Ensuring that customer service remains paramount. Ken Jurina President /1’ Epiar Inc. J .1 . 1--. ufiqr; inc: -5 E4», -:31 . ' I'D; Fan nudrlal hnflilll pm: nuqurvxrinmn». Aral. ‘I: target. connect succeed’r‘ II
  11. 11. www. epiar. com, -‘ses 1-888-428-5545 ’ln C| osing. ..A Little Advice: i€’. ’€’i! .'£”! l£’. ’£ - Focus on your preferred business model and stickto it: — Niche, service/ product. — Are you distracted by too many shiny objects? - Flexible payment plans: — Costs are spread out over the length of the project, and can cost you as little as several thousand dollars/ month. - Focus on a strong home base then conquer the world: — Well-known local client brands increase your credibility. — Local “evangelist”; tap referral base. Ken Jurina President /1’ Epiar Inc. target. connect succeed? ‘ .1 .1 . 11-. -ufiqn it-as C. prIfI : >1: E: nl~u1n. n my! -c guru uvqurvxrrncvun Aha: H: . I‘
  12. 12. www. epiar. com= ses 1-888-428-5545 ’OK, A Little More Advice: if-"; '.’l’: '4'. ‘i'! l-’l’-4 - Finding it tough to get high SERPS in the SEO industry? — Traditional marketing workslz - Be active: present, blog, training seminars, SEMPO. - Become a recognized expert. Awards? - Exhibit at not-so obvious conferences & tradeshows. - Trademarks, copyrights — register them. (increases goodwill) - Exit strategy. . . do you have one? — Value in your intellectual property (Software? R&D costs! ) - Your services are not a cost: — Instead an investment in business, future, and ROI! !! target. connect succeed’: ‘f‘ . u n naaqu-. =t—n: tony: : I-J); Fan wndrlnl mg! -c gm: nuq-In: -znwun . »IF: :a Iv: . m' Ken Jurina President / .1’ Epiar Inc. ; 5.’ J -n; .I‘I1-I111!) I 1. In Its: :; .r. -I1~: .l '7» guru: -.1 J E
  13. 13. Thank You! » Ken Jurina President, Epiar Inc. ken@epiar. com Presentation online at: www. epiar. com/ ses . ‘ u n . e p I a P f target. COFIHECX. 5UCC89U. ‘ .

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