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1. Market
Research: Before any SEM project can begin analysis
is performed to determine the present state of the customer's
web site against the industry key words and key phrases
they want to focus on.
2.
Crafting Web Page: copy, layout and design specifically
for the Search Engines (SEs). Each search engine will
index page content into their database against their
own set of rules. Some basic rules of keyword relevancy,
frequency and density are important but so are the rules
for what not to do so web pages are not penalized or
even banned from the SE.
3.
Search Engine Optimization (SEO) is the process
of observing where our customer's web pages are ranked,
analyzing other high ranking web pages and comparing
their content to the SE rules, determining what it will
take to achieve a higher ranking for our own customer's
site, making textual and layout changes to the customer's
web pages, resubmitting the site to the SEs and then
repeating the process. For optimum rankings across many
search engines it will be necessary to create separate
targeted web pages for each SE.
4.
Link study: Google is the most popular search
engine used today. Google has established link popularity
as an important ranking criteria. We will conduct a
link study for our customer's web site and the web sites
of their competition.
5.
Directories: Assisting with creation of effective
web page titles and descriptions for an optimum listing
into the directories such as YAHOO and ODP.
6.
Submissions: to the SEs through their free submission
pages or through their Pay-For-Inclusion (PFI) providers.
The free submissions can take months to be listed (if
ever) and the PFI process will typically take days.
In either case once submitted the actual ranking depends
on the how the web pages were crafted.
7.
Managing the Pay-For-Performance (PFP) programs:
We focus on the PFP leaders Google AdWords and YAHOO
(soon to be MSN). With PFP you know exactly where your
listing will appear on the page results and what it
will cost. You can very easily track results and budget
appropriately. We are in complete control of the listing
and cost. Bid and AD changes occur within minutes. YAHOO
uses a Pay-Per-Click (PPC) model and Google uses both
a PPC and a Pay-Per-Impression (PPI) model.
Recommended Client Steps
Step
1 - Research Reports
1. Keyword / Keyphrase report
This will take the customers key words and phrases
and report their popularity on the web for a previous
month. These will be compared to other popular Internet
industry specific key word phrases.
2. Bid Analysis Report
This report will present calculated estimates on what
the monthly cost would be for each keyword campaign.
3.
Competitive Report (see an example)
An assessment report of how our client measures compared
to five of their direct competitors. The report will
contain an evaluation on how well the competition
understands SEO/SEM by analyzing their web pages.
Since link popularity is so crucial to obtaining a
high Google ranking, we will use our analysis tools
to report clearly what other web sites are linking
to your competitor's site. This link report is also
useful tounderstand where your competition is conducting
their on-line campaigns, what new products, services,
announcements, marketing partners and associations
they belong to.
Step
2 - Web Site Content and Copy Management
After presenting the research reports we will work with
you to make recommendations on what to add, change or
modify on your web site in order to improve search engine
rankings.
Step
3 - Creating PFP Campaigns
This involves working with the customer to establish
which key words and phrases will be targeted for PFP
campaigns. We also need to create the descriptive marketing
catch words that work along with the target keywords
to drive quality traffic to the site. A decision will
be made whether to run campaigns with YAHOO and/or Google.
Step
4 - Managing Bids, Tracking Results
Based on the customer's bid criteria and spending limits,
guidelines will be established for bid management.
After
it is decided which campaigns to test, a plan will be
put in place to run the ads over a certain length of
time and then to track the results. This will determine
which campaigns work better than others.
Campaign
codes will be created to track PFP referrals to the
customer site as they show up in the log files.
Each
keyword/phrase will have their own stats report. As
an example see how we are tracking the daily activity
of 'sampleKeyphrase' for one client (http://websoa.com/bidTracking/realKeyphrase/).
Step
5 - Determining ROI
Return on investment (ROI) is measured by the site traffic
that converts to sales. This is the true measure of
the success of a Search Engine Marketing campaign. When
shopping carts are involved special cookies will be
created to track a user until they make a purchase.
This can be done even when the purchase occurs a long
time after the initial visit. When the web site is informational
or brochureware, the target keywords and descriptive
ads will direct the user to web site landing pages.
The landing pages are created in such a way to distinguish
the keyword campaigns and compel the user to contact
you either by a web form or a phone call. You then track
the prospect's experience through to the actual sale.
Contact
us for our rate structure for all of the above.
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