Sample Website Needs analysis


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Sample Website Needs analysis

  1. 1. Private Jet Company Overview
  2. 2. Executive Summary <ul><li>Company &quot;A&quot; Jets is an established company that serves as an agent in </li></ul><ul><li>obtaining air charter services. </li></ul><ul><li>Their entry into the online market began in 2000 with the creation of </li></ul><ul><li>their website. </li></ul><ul><li>Company &quot;A&quot; Jets has expressed the desire to increase their exposure on </li></ul><ul><li>the internet in order to generate more leads for their private Jet </li></ul><ul><li>services. </li></ul><ul><li>Kismet SEO has put together a multi-phased SEM approach that </li></ul><ul><li>will showcase the Company &quot;A&quot; Jets website as the online authority for </li></ul><ul><li>private jet chartering & related concierge services. </li></ul>
  3. 3. The Foundation for Search Engine Marketing <ul><li>Consists of: </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Search Advertising/PPC </li></ul><ul><li>Analytic Services </li></ul>
  4. 4. SEO & Targeted Placement <ul><li>Google's Golden Triangle </li></ul><ul><li>The goal for any business is to be at the top of the search engine results. It’s pretty much a fact that the top 3 organic search engine results get the most views for any search term. Below are statistical figures of the percentage of search engine users that click on the first page results. Google Golden Triangle </li></ul><ul><li>Organic Rankings - % of Clicks </li></ul><ul><li>Position 1 - 100% </li></ul><ul><li>Position 2 - 100% </li></ul><ul><li>Position 3 - 100% </li></ul><ul><li>Position 4 - 85% </li></ul><ul><li>Position 5 - 60% </li></ul><ul><li>Position 6 - 50% </li></ul><ul><li>Position 7 - 50% </li></ul><ul><li>Position 8 - 30% </li></ul><ul><li>Position 9 - 30% </li></ul><ul><li>Position10 - 20% </li></ul>The Golden Triangle Heat mapping or Eye mapping
  5. 5. Analyzing Services Reveal: <ul><li>Who is viewing your site. </li></ul><ul><li>What is being viewed. </li></ul><ul><li>When is your site most frequented? </li></ul><ul><li>Why are people visiting your site? </li></ul><ul><li>How are visitors navigating in the site? </li></ul><ul><li>Are they viewing from PDAs? </li></ul><ul><li>Are all conversions tracked? </li></ul><ul><li>Are the ad campaigns effective? </li></ul>
  6. 6. Company &quot;A&quot; Jets
  7. 7. Company &quot;A&quot;’s Online Presence – The SEO Factors <ul><li>Solid Google Page Rank - PR 5 </li></ul><ul><li>Good indexed presence on Google - 25 links </li></ul><ul><li>Good indexed presence on MSN - 800 links </li></ul><ul><li>No indexed links on Yahoo </li></ul><ul><li>Limited online presence compared to the major competitors. </li></ul><ul><li>Lack of visibility in relevant search queries. </li></ul><ul><li>Good presence in press releases </li></ul><ul><li>Good article presence </li></ul>.
  8. 8. Company &quot;A&quot; Web Connectivity ( This Visualization Reveals Relationships Between Virtual Neighborhoods ) <ul><li>Keyword rankings for Company &quot;A&quot; Jets - Total= 33 </li></ul><ul><li>10 are in the top 10 positions -none at #1 </li></ul>private jet services private jet services small private jet air charter jet vision corporate jet services limited private jet services group private jet services program small bus charter service small private jets aircraft jet private jets private jets com the jets private number www Company &quot;A&quot; executive charters executive jet services jets charter private jet charter services charter company jet private charter private jets business jet private small jet private jets flight private concierge service 1159a small jet charter jet charter service jet charter services jet charters Company &quot;A&quot; needs to be connected to the necessary neighborhoods in order to leverage articles & press releases on the web. Organization is also needed to derive the SEO benefits.
  9. 9. The Competition <ul><li>There is a direct correlation between the Network Neighborhood and the amount of organic rankings achieved. </li></ul><ul><li>The following section reveals organic rankings, PPC spending and web connectivity for Company &quot;A&quot;’s top competitors. </li></ul>
  10. 10. Blue Star Jets a private plane airline blue star aircraft charter escort europe airplane charter jet rental air charter jets airplane jet private aircraft jet charter aircraft new private sales aircraft charter jet london private aircraft charter jet private aircraft charter las vegas air charter executive air charter fare airline jet las private vegas beech jets blue jet land safely blue flight fox in jet blue flight jet flights romania blue flight jet flights south america blue flight jet flights slovenia blue flight jet flights st blue flight florida jet blue charter jet star bluestar jets bluestar jet blue star air blue star airline blue star airlines boeing business charter jet blue flight jet land safely blue flight jet offer bluestar air blue star jet charter blue star jet blue star jet service blue star jets blue star jets llc blue star jets new york blue flight jet vacation blue star jets todd rome boeing business jets charter blue jets charter blue flight jet flights libya blue flight jet flights blue flight jet flights mali Virtual Network & Keyword Rankings <ul><li>Approximately 1900 keyword rankings </li></ul><ul><li>180 are in the #1 position </li></ul>
  11. 11. Blue star PPC spending
  12. 12. <ul><li>Approximately 959 Keyword Rankings for </li></ul><ul><li>99 keywords are in the #1 positions </li></ul>citation ultra v citation v ultra company corporate jet cost jet private sale employment netjets executive planes executive jets far part 91 subpart k executive jet airline executive jet aviation columbus ohio executive jet aviation executive jet aviation netjets executive jet international executive sale subsidiary summary executive jet sale services fractional plane fractional plane ownership fractional aircraft company airplane ownership private airplane fractional ownership airplane fractional share aircraft company fractional aircraft jet large private sale airline executive jet aircraft private aircraft jet sales worldwide aircraft comparison fractional aircraft fractional benefit executive jet management business jet airplanes cessna corporate jets cessna ultra Virtual network & Keyword rankings
  13. 13. Net Jets PPC spending
  14. 14. Marquis Jets PPC Spending 1 marquis jet 2 jetcard 2 marquis jet 3 jetcard 7 netjets 8 marquis 8 netjets 8 privatge jet 17 private jet 22 netjets aviation Sample organic rankings Marquis mostly uses PPC
  15. 15. JetCharters Other network examples
  16. 16. OneSky Other network examples
  17. 17. Top Ten Competitors for the keyword phrase “ private jet charter ” Sample list of targeted searches
  18. 18. Recommended Approach <ul><li>Whether using sponsored listings or organic listings, the goal is to cover as much search query traffic as possible. </li></ul><ul><li>We need to match your competitors, keyword for keyword, while also recognizing the gaps they are missing. </li></ul><ul><li>We need to cover every city, state, resort, holiday and services keywords. </li></ul><ul><li>Company &quot;A&quot;’s overall target will be 5,000-10,000 keywords. </li></ul>
  19. 19. Recommended Approach (cont.) <ul><li>Phase 1 - Q3 & Q4 </li></ul><ul><li>Optimized Sponsored Listings Across Google, Yahoo & MSN Networks </li></ul><ul><li>Website Search Engine Optimization </li></ul><ul><li>Phase 2 - Q1 2009 </li></ul><ul><li>Web 2.0 Services </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Social Networking (MySpace, Facebook, etc.) </li></ul><ul><li>Desktop/Sidebar Tool Creation (widgets for booking & searching for flights) </li></ul>
  20. 20. Phase One <ul><li>Goals: </li></ul><ul><li>Increase traffic </li></ul><ul><li>Increase leads </li></ul><ul><li>Add more organic rankings </li></ul><ul><li>Compete online </li></ul><ul><li>Services: </li></ul><ul><li>PPC advertising </li></ul><ul><li>SEO/SEM </li></ul><ul><li>Analytics </li></ul>
  21. 21. Phase One (cont.) <ul><li>Create Multiple Optimized PPC Campaigns </li></ul>Google - Yahoo - MSN networks will be used to set up an analytical foundation. This will allow us to analyze which network will provide the greater amount of leads. We can then adapt to the market changes with better efficiency. Text ads - image ads – lead with Google Print. <ul><li>Search Engine Optimize (SEO) </li></ul>Build your online brand so that hundreds of keywords are associated with Company &quot;A&quot; Jets. Build organic keyword rankings to bolster traffic and exposure for Company &quot;A&quot;. Build Natural keyword rankings to eventually replace paid listings. Coordinate all analytics between SEO & PPC to find a balanced approach. <ul><li>Competitive analysis </li></ul>Our in depth competitive analysis will allow us to monitor the competition. We’ll begin by matching their placements and recognizing the gaps & opportunities to attack. Kismet SEO Differentiator: Greater Budget Efficiency. Increased Size of Your Campaign Speed in Implementation
  22. 22. Phase one (cont.) <ul><li>Inquiries = Leads </li></ul><ul><li>How we track inquiries through analytics </li></ul><ul><li>Within the structure of the analytics, conversion funnels will be setup. </li></ul><ul><li>These funnels are for tracking the paths (navigation) that visitors are taking. </li></ul><ul><li>Each funnel ends with the “inquiry page” that is sent to Company &quot;A&quot;. </li></ul><ul><li>Each inquiry is a Lead. </li></ul><ul><li>These inquiries are totaled daily, weekly, and monthly. </li></ul><ul><li>Company &quot;A&quot; will, over time, discuss the quality of these inquiries. </li></ul><ul><li>-------------------- </li></ul>
  23. 23. Phase 2 – Web 2.0 and Beyond <ul><li>During phase one we will be capturing data on both Company &quot;A&quot;’s online performance as well as their competitors. </li></ul><ul><li>Based on this information, we will develop a complete Search Marketing Strategy using the following processes. </li></ul>
  24. 24. Web 2.0
  25. 25. <ul><li>Upgrade to Web 2.0 </li></ul><ul><li>Continued SEO </li></ul><ul><ul><li>Landing Pages </li></ul></ul><ul><li>Social Bookmarking Capable </li></ul><ul><ul><li>,, etc… </li></ul></ul><ul><li>Improved Visitor Experience </li></ul><ul><li>Content Addition </li></ul><ul><ul><li>More Content = More links </li></ul></ul><ul><li>Widget Tool Creation </li></ul><ul><ul><li>Google Sidebar, Homepage </li></ul></ul><ul><li>Social Networking connectivity </li></ul>Web 2.0 <ul><ul><ul><li>SEO </li></ul></ul></ul><ul><ul><ul><ul><li>Social Bookmarking </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Digg </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Stumbleupon </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Technorati </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Improved Visitor Experience </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Content Addition </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Desktop/Sidebar Tools </li></ul></ul></ul></ul><ul><ul><ul><li>SEM </li></ul></ul></ul><ul><ul><ul><ul><li>Extra-net Creation (Alternate Domain Strategy) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Community Building/Social Networking </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Wikis </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Linked in </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Myspace </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Facebook </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Twitter </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Article Marketing </li></ul></ul></ul></ul>
  26. 26. Phase 1 Costs <ul><li>Q3 & Q4 Breakdown: </li></ul><ul><li>August-November budget - $5,000/month </li></ul><ul><ul><li>PPC budget - $3,000 </li></ul></ul><ul><ul><li>SEO budget - $2,000 </li></ul></ul><ul><li>December - $10,000 (matching Competition Q4 spend) </li></ul><ul><ul><li>PPC budget - $8,000 </li></ul></ul><ul><ul><li>SEO budget - $2,000 </li></ul></ul><ul><li>January - $5,000 </li></ul><ul><ul><li>PPC budget - $3,000 </li></ul></ul><ul><ul><li>SEO budget - $2,000 </li></ul></ul><ul><ul><li>Average Monthly Budget : $5833 </li></ul></ul><ul><ul><li>Phase One Total : $35,000 </li></ul></ul>
  27. 27. Thank you.