SEARCH ENGINEOptimization and Marketing Plans

Agenda What is SEOIndustry ResearchSEO ProcessTechnical aspects of SEOMeasuring SEO success

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

Key Term

Where are the Organic Results?

Industry Research – Who gets the clicks

Organic clicks Paid clicksVS

Industry Research:Failure to use Search Engines Properly

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.

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). 

Industry Research:Different forms of SEM

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. 

SEM- ROI Analysis• Goal of the website?I. Generate leadsII. Generate interest in a product or serviceIII. Inform/persuade the publicIV. Increase market exposureV. Name awarenessVI. Brand awarenessVII. Generate sales

SEM- ROI AnalysisHow 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!

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? 

www.beeingsocial.com Contact no: 022 2515 1572

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