a step in time online solutions 01 11 final

Proprietary and confidential. Do not distribute.

Online SolutionsJanuary 2011

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Objectives & Strategy

Objective• Drive qualified traffic and leads to A Step In Time’s website

Strategy & Tactics• Expand paid presence on tier one engines: Google, Yahoo/Bing, and Google Mobile

• Increase brand awareness and organic visibility of A Step In Time through an extensive SEO program

• Gain visibility on local search sites though LocalFeed and Google Place Profile Optimization


Paid Search

Paid Search Process

Keyword Development

Campaign Architecture

Bid Management

Creative Templating

Landing Page Alignment

A Step In Time’s

Paid Search Campaign

• Tier one sites: Google, Yahoo/Bing, and Google Mobile

• Strict Local Focus

• IP targeting and geo-specific keywords

• Custom creative based on specific keyword groups

• Flighting based on seasonality

• Bidding structure developed based on A Step In Time’s objectives

• Ongoing testing and evaluation will be used to make adjustments to A Step In Time’s campaign in an effort to maximize performance


Paid SearchTactical Components

Research, Benchmarking & Keyword Creation

• Extensive examination of analytic and engine keyword data related to historical campaign or website performance

• Keyword selection inclusive of both explicit (i.e., brand terms) and implicit (i.e.,

need-based or interest-based) manner

• Structurally organize keywords into themed groups for testing and evaluation purposes

• Bidding rules will balance desire position with desired cost per conversion. These strategies will be refined to account for optimization and additional learning.

Campaign Architecture

Bid Management

Brand Names – Product Types – Generics/Benefits– Qualifiers– Geo-targeting

Seasonal Optimization & Budgeting

July August September October

Peak Season: Heavier Budget Allocations & Seasonal Keyword Management

• The seasonal nature of A Step in Time’s business warrants an optimization strategy and bidding strategy that ramps up in peak season (August-January) will take full advantage of the landscape and service demand.

November December January

Off Season: Maintain Lead Flow

June

Mobile Search

• Based on A Step in Time’s business, which can be urgent in nature, we recommend a test of mobile search in combination with general search to allow mobile users the ability to find your business information on their mobile phones


Search Engine Optimization

Extensive Research

Execution & Launch

Monitor & Review

Keyword Rich Content

Engine Readability

Site Usability

A Step In Time’s SEO Program• Strategic optimization to improve visibility and rankings

• In-depth site analysis to determine which parts should be optimized and if there is a need for additional pages within the site

• Optimize SEO efforts to target keywords that present the highest potential ROI

• Recommend development of inbound and outbound links to increase positioning

• Recommend inbound links from high-quality social sites to increase the authoritative value of your domain

• Month to month analysis of traffic (if applicable) and SERP visibility with ongoing recommendations necessary to improve the current program


Search Engine OptimizationTactical Components

Keyword Research • Up to 90 keyword phrases

• Analyze on-page tactical components• Provide recommendations to enhance SEO friendliness• Do’s and Don’ts of SEO

• Review keyword density based on high priority keywords

Site Analysis & SEO Best Practices

Copy Consultation

• 24 link building opportunities• 12 press releases• 10 profile creations or activity• 50 directory submissions

Link Building, PR Distribution, Social Profiles, & Directory Submissions

• Up to 3 competitorsCompetitive Report & Analysis

• Up to 30 pagesMeta Tags & Code Recommendations

Trend Analysis• Monthly analysis of site performance against campaign

benchmarks, goals, and objectives

Reporting & Analysis• Monthly site analytics data analysis including traffic and

additional applicable insights

Proprietary and confidential. Do not distribute.7

Local Listing Management

A Step In Time’s

Local Listing ManagementProgramLocalFeed• Includes monthly feeds to major data aggregators and more• Over 160 sites or partners receiving data from our feeds

Google Places Profile Page Optimization (6 Profiles)• Claim unclaimed Google Places Profile Pages for each

business location• Optimize profile pages by including specific local business

information and individual location enhancements, such as, images & video, coupons, and hours of operation.

• Include location specific service areas (down to the zip code)

Reporting• Monthly confirmation of date data is submitted• Access to Google Places Profile reporting for each location• Additional reporting can be provided for an additional cost

Inclusion in Pilot Program

&


Recommendations

To help A Step In Time increase online visibility, 15miles recommends a

combination of Paid Search, SEO, and Local Listing Management

Paid SearchStrict local focus

SEO Comprehensive consultative service

Program Term

12 months $39,300

Program Term

12 months $110,410

Total Program Investment

$153,310

Note: Programs can by modified to meet campaign target goals and budget. Pricing is valid until February 20, 2011

Local Listing ManagementLocal visibility & accuracy

Program Term

12 months $3,600


The 15miles Difference

Budget allocation based on media usage & performance

Integrated Strategies Trackable Results

Media placements optimized to campaign success metrics

Improve Lead Volume & ROI

Leverage publisher relationships to get best value

Research Resources

Proprietary research to understand your business


Thank You

10

Patrick KimballDirector, Enterprise Salesp. [email protected]


Google’s is placing more precedence on local business information

−The top websites appearing in the organic listings are now those with Place Page profiles and local search sites such as IYPs

−Third-party review sites are now playing a role within listing results

−Increased importance on enhanced data such as:

Google Search has gone local with place search

1 of every 5 searches on Google is now local in nature

Source: Google Places, Stats & Facts, October 2010

IYPs achieve strong organic

presence

Place Pages

• Business Descriptions• URL & Email• Owner Verified• Images & Video

• Full Categories• Brands/Products & Services• Payment Methods• Languages Spoken

Local Listing ManagementGoogle & Local Search

a step in time online solutions 01 11 final

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