This document provides an overview of search engine optimization (SEO) and marketing plans. It discusses what SEO is, the SEO process, technical aspects of SEO like keyword research and website analysis, and how to measure SEO success through metrics like keyword rankings, traffic, and revenue. It also covers related topics like paid search marketing and how to analyze return on investment for SEO and marketing efforts.

1. SEARCH ENGINEOptimization and Marketing Plans

2. Agenda
What is SEO
Industry Research
SEO Process
Technical aspects of SEO
Measuring SEO success

3. What is SEO ( Search Engine
Optimization) ?
• The ability to properly utilize the
CORRECT methods to improve the
volume and QUALITY of traffic to a
website via ORGANIC search results

4. Where are the Organic
Results?

5. Industry Research – Who
gets the clicks
Organic clicks Paid clicksVS

6. Industry Research:
Failure to use Search Engines Properly

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. Technical SEO
• Comprehensive Website Analysis
• Keyword Research and Analysis.
• Baseline Ranking report.
• Competitive analysis in Search Engines.
• Content Analysis & SEO Copywriting.
• Analysis of URL structure & information architecture.
• Analysis of internal linking.
• Analysis of source code and page layout.
• Code validation.
• Search Engine Saturation.
• Link Popularity Analysis.
• Link Relevancy & Co-Citation Analysis (Topical Relevancy).

9. Industry Research:
Different forms of SEM

10. Measuring SEO success
• Keyword Ranking.
• Website Traffic.
• Increase in Share of Traffic per keyword.
• Increased Revenue/keyword.
• Increase in Impressions ( good for Publishers to show
advertisers).
• Lower dependence on Paid Search.
• Lowering the cost per acquisition.

11. SEM- ROI Analysis
• Goal of the website?
I. Generate leads
II. Generate interest in a product or service
III. Inform/persuade the public
IV. Increase market exposure
V. Name awareness
VI. Brand awareness
VII. Generate sales

12. SEM- ROI Analysis
How many times did you achieve that goal?
You need at least 3 of the 4 basic metrics:
• 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.
• Where your visitors came from . Search engine ads? Banner
clicks? Again, we can track this information for you.
• Search engine ads? Banner clicks? Again, we can track this
information for you.
• 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!

13. SEM- ROI Analysis
What did it cost to achieve that goal?
You’ll never know without the proper analysis.
• How many clicks were on the ad that you spent $50
for?
• You earned $1500 on clicks, but what did they cost
you?
• Which PPC ads did you spend money on and not
result in any revenue?
• Did the majority of your conversions come from
organic or paid links? Affiliates?

14. www.beeingsocial.co
m
Contact no: 022 2515 1572