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Search Engine Marketing Services
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We begin by working with our agency and advertiser partners to determine keywords, messaging strategies and conversion tactics. Not all search engines are alike, so the next stage in planning is to determine which search engines will provide the greatest conversion potential. We apply our media marketing research background against our search engine marketing planning to develop a profile to target search audience and a determination of which search engine receives the greatest share of searches. Once our search engine marketing planning is complete, we employ a best-of-class bid management system and certified search marketing professionals to manage all aspects of the paid listing campaign including buying, managing, optimization and reporting.
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Search Engine Optimization Process
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Search Engine Optimization Setup, Benchmarking & Reporting- Goals & Objectives: Collaboration with client to establish goals and objectives and produce a realistic ROI for the program.
- Site Index Report: Report of site pages indexed in Google, Yahoo, and MSN. Recommendations for improving site crawlabilty and increasing the number of indexed pages.
- Keyword Research: Development of a prioritized list of additional long tail targeted search terms related to client’s customer base and market segment.
- Historical analysis of website PPC campaigns and analytics to determine best performing keywords.
- Recommendations for keywords to be optimized based on additional keyword research, competitive analysis, and historical PPC keyword performance.
- On Page SEO: Collaboration with client on optimization of pages to increase search engine rankings. Consultation will focus on page titles, meta-tags, link structure, integration of selected keywords into website content, and other on page SEO factors. Client will receive a comprehensive report with recommendations to improve site usability, trust, categorization, navigation, conversion rates, and landing page quality score.
- Links Analysis: Analysis of existing number of incoming links, reciprocal links, and paid links across all major search engines.
- Competitive Analysis: Examination of competitor’s incoming link sources and total link popularity.
- Baseline Ranking Report: Full search engine ranking report based on approved keyword set that will serve as the comparative base for future rankings.
- Paid Links & Directories Budget – Define preliminary paid links and directories budget.
Monthly Search Engine Optimization Management & Reporting- Ongoing link building using direct paid links according to established budget.
- Ongoing link building using reciprocal and free links from relevant authority sites.
- Content Development: Collaboration with client on development and distribution of additional keyword rich content such as blogs, articles, guides, white papers, and press releases.
- Ongoing submission to paid directories according to established budget using effective descriptions and category selections based on keyword research.
- Ongoing free directory submission using effective descriptions and category selections based on keyword research.
- Continuing use of social networking and social bookmarking to increase traffic and rankings.
- Continued adjustment of targeted keyword set based on conversion rates and ROI.
- Continued adjustment of on page SEO factors based on search engine rankings.
- Monthly report of search engine rankings to determine the effectiveness of the SEO program, including assessment of individual keyword performance.
- Monthly report of overall link popularity trends to determine the effectiveness of the program. Client will receive a spreadsheet detailing all submissions and growth in the number of links.
- Monthly Meeting/Conference Call: Discussion of strategic initiatives and what client needs to succeed.
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