The document outlines interactive marketing goals and planning including attracting visitors and sales leads. It discusses using analytics from Google Analytics and SEO tools to track metrics like traffic sources, content performance, and SEO rankings. It also covers content creation including onsite content created by the company and community, and offsite content like building relationships through forums and social networks.

1. Interactive Marketing Goals and Planning

2. Overall Goals Attract Visitors Analytics SEO Community Building Attract Sales Leads

3. Analytics Number Tracking Google Analytics SEO Analytics (seomoz.org)

4. Google Analytics Visitors Traffic Sources Content

5. Visitors Numbers Unique Visits Pageviews Time spent Bounce Rate

6. Traffic Sources Origins Direct Referring Search engines

7. Content Locations Most visited Top landing pages Exit pages Site Overlay

8. Search Engine Optimization Tracking SEO Analytics Content Creation

9. SEO Analytics Rank Analysis Keyword Analysis Link Analysis

10. Rank Analysis Based on Google Search results Gives the position of URL in SERP’s for a given keyword Current results Page 3 of SERP’s for search term “restaurant online ordering”

11. Link Analysis Backlink Anchor Text Analysis Tells you what keywords other websites are linking to you with.

12. Keyword Analysis Keyword Difficulty Test Ranks the difficulty for ranking for specific Terms Term Extractor Determines best keywords based on existing content Term Targeting Determines how well a particular term is being targeted. Ranked between A and F.

13. Content Creation Onsite Content Offsite Content

14. Onsite Content Resercom Created Static Information Images Videos Blogs Documents Site Maps Community Created Commentary RFI’s Contact us Customer Feedback Client Feedback

15. Resercom Content Static Information Current and Updated Quality assured Intelligent and Straightforward Team created

16. Resercom Content Images Database Creative Commons Paid Images Team Selected

17. Resercom Content Videos Team Produced Team Edited Quality assured

18. Resercom Content Blogs Executive Blog Development Blog Marketing Blog

19. Resercom Content Documents – Team Created RFI Vendor Comparison Service Guide

20. Resercom Content Site Maps Map for search engines Content Targeted information Specifies keywords

21. Community Content Feedback Commentary RFI’s Contact requests

22. Offsite Content Building relationships with community Forums Blogs Social Networks