SEM Resource proposals detail the time frame of the program, the specific analytics and reports to be provided, what programming changes are included, how the changes will be accomplished and the level of site content review and editing to be performed. Length of Program
The length of the Search Engine Optimization (SEO) engagement is determined by many factors. The size of your website, how competitive your industry or vertical is, what keywords you are wanting to gain dominance for, the degree of optimization of your competitors website and where you are currently ranking with the keywords and phrases specific to your products and services.
Leveraging multiple research methodologies and analytic tools, SEM Resource researchers will prioritize keywords that have the highest potential to earn top rankings, drive the maximum number of visits generated by search engine and have the relevancy to earn site actions. SEM Resource will:
- Review competitive websites, key phrases, keywords, strategies and tactics used
- Research key phrases and keywords most likely used by target audience
- Assess competitiveness for top ranking and total number of search queries against each target keyword
- Determine and recommend top core keywords and derivative words for optimization.
Depending on your website's topology and structure we will recommend changes to be completed. These changes vary from site to site but may include:
|
|
An important part of any Search Engine Optimization program is content review. The #1 algorithm used by all search engines in associating keywords and phrases with your website and then indexing your site with those keywords and phrases against your competitors and rankings is reading your website content. And there is no more important page than your homepage.
Site traffic analytics, keyword ranking reports, backlink review, keyword density or weight analysis, page rank; all provide crucial data in how best to optimize your site. End user tracking software is also key to understanding what geo area your potential customers are located in, what keywords they used to locate your site, what pages they viewed and where they exited.
Search engines rely heavily on your use of keywords and phrases contained within your website copy to associate weight and relevancy. The greater the relevancy, the higher the rankings, this is one of their top SE algorithms. Our proposal will contain language with regards to content editing, writing and review. Your homepage needs to focus on winning between three to five core keywords or phrases maximum, preferably as anchor links to sub-pages. Guidelines to writing effective optimized content can be found at http://www.contentwriter.in/articles/writing/home-page-content.htm. Search Engine Directory Submission
Upon completion of the SEO program, we will resubmit your site to the top search engines and business directories. This will include submissions to:
Search engines often use the number of backlinks that a website has as one of the most important factors for determining that website's search engine ranking. Backlinks from authoritative sites on a given topic are highly valuable. If both sites have content geared toward the keyword topic, the backlink is considered relevant and believed to be have strong influence on the search engine rankings of the webpage granted the backlink.
Anchor Links
Anchor text and webpage content congruency are highly weighted in search engine results page (SERP) rankings of your webpage with respect to any given keyword query by a search engine user.
Another important factor is the anchor text of the backlink. Anchor text is the descriptive labeling of the hyperlink as it appears on a webpage. Search engine bots (i.e., spiders, crawlers, etc.) examine the anchor text to evaluate how relevant it is to the content on a webpage.
Local Search Placement
For 'geo' focused businesses operating within a specific target marketplace, listing your website with Yahoo Local and Google Maps will reach an audience looking for your products and services in your area of operation.
|
|
These listings are ranked differently and separately from your general organic search engine results. Search Engine Optimization Program
As you can see, a successful optimization program incorporates many disciplines starting with analytics, understanding your current online position, the level of your competitor's web presence and the opportunities your own website offers.
Our PPC management team needs to spend the time in obtaining a thorough understanding of your products and services. This will help us select the keyword and phrases used by end users, increasing your click through rates and conversions. Keyword Analytics
Understanding the search terms end users browse with to locate the products and services in your industry are critical to launching a successful PPC program. The keywords and phrases selected for your campaign will affect your overall budget; qualify the end user who clicks through on your ad and ultimately, the number of leads (conversions) you receive. Campaign Budget
With both Google and Yahoo they have traffic estimators that allow you to see the average daily bid for the keywords and phrases you are looking to buy and anticipated click-throughs. You can then set the amount your willing to pay per keyword/phrase, and a daily and monthly budget. Ad Writing
Our Pay-Per-Click team has significant experience in writing effective ads. The ad title should be clear and when possible should include keywords. There is a higher incidence of click throughs when the actual keyword or phrase is used in the title, by up to 50%. The ad description should be accurate and should be used as a filter, so that you are not paying for clicks that are not going to convert to a sale or the action that you desire. Landing Pages
To generate the highest conversion rates, most PPC engagements include the programming and installation of landing page(s). The landing page is contained within your website's domain but only accessible via clicking through on the ad. This page limits the end users navigation choices and typically solicits an offer specific to the product line. After the end user submits their contact information they are then able to download the offered PDF document. When landing pages are incorporated with a PPC campaign, your conversion rates will increase dramatically. Click-Through-Rates (CTR) & Conversions
Click-through-rate, or CTR, is a way of measuring the success of an online advertising campaign. A CTR is obtained by dividing the number of users who clicked on an ad after searching with a keyword or phrase by the number of times the ad was delivered (impressions). Conversions measure an 'action' the end user takes after clicking-through your ad. This can be their completing a submit form, downloading a white paper or clicking on your 'Contact Us' link.