SEO-Overview

Search Engine Marketing Service

info@emotio.co.uk - www.emotio.co.uk - 020 8385 5050

GOALS AND OBJECTIVES

info@emotio.co.uk - www.emotio.co.uk - 020 8385 5050

DIGITAL MARKETING Search Engine Marketing Goals and Objectives •

To Increase the Search Engine Optimisation ROI

•

Target high value keywords and improve ranking positions

•

Improve traffic and revenue from longer tail search terms

•

Track and Manage SEO Key Performance Indicators

•

Understand traffic behaviour on the website

Our strategy takes into account all areas of search engine marketing not just the optimisation of text

info@emotio.co.uk - www.emotio.co.uk - 020 8385 5050

SEARCH HAS ALL CHANGED info@emotio.co.uk - www.emotio.co.uk - 020 8385 5050

THE NEW SEARCH Search Engine Marketing covers more than just Keywords • •

Locations: See results from Google Places

•

Realtime: See only real-time updates from micro-blogs like

News: See only results from Google News.

Twitter, FriendFeed, Jaiku

•

Books: See only results from Google Books

• •

Videos: See only results from Google Videos and YouTube.

•

Images: See only results from Google Images.

• •

Places: See only results from Google Place Pages.

•

Discussions: See what people are saying in discussion

Blogs: See only results from Google Blog Search.

Shopping: See only results from Google Product Search.

groups, forums,

• •

info@emotio.co.uk - www.emotio.co.uk - 020 8385 5050

Recipes: See only results for recipes.

Organic Results: Natural Listings for Search

WHAT’S IMPORTANT What is Google looking for?

•

Does your page have more authority than other pages

•

Is your page keyword optimised

•

Do I trust this website

•

Does your page have fresh content

•

Do other relevant pages link to your page

info@emotio.co.uk - www.emotio.co.uk - 020 8385 5050

THE STRATEGY

info@emotio.co.uk - www.emotio.co.uk - 020 8385 5050

OUR APPROACH • •

Promote website as an authority Careful selection of high value and long tail keywords for on and off page optimisation

• •

Help keep site content fresh Article and press syndication to build strong links and create authority

•

Build relevant links from other authority sites to boost your websites trust worthiness

• • •

Ensure site structure is correct for indexing Reporting, monitoring and recommendations Encouraging social postings

info@emotio.co.uk - www.emotio.co.uk - 020 8385 5050

OUR APPROACH • • • • • • • • • • • • • • • • • •

Technical; Page code and speed URL Structure Sitemap XML & Robots Exclusion files Domain Strategy Keyword and Content Optimisation; Audience profiling Keyword research and strategy Use of keywords across site Competitor analysis Optimisation of all content assets Fresh Content Strategy Link Building; Securing “unidirectional” or only-Incoming links Links with relevant “Keywords” in the Anchor Text Links from industry-relevant pages Both Article and Page Rank Links Content Syndication

info@emotio.co.uk - www.emotio.co.uk - 020 8385 5050

Technical 20% Link Building 45%

Keyword & Content 35%

KEYWORDS Detailed analysis for you keywords

KEI, Keyword Effectiveness Indicator measures the worth of optimising a phrase

Current ranking position

info@emotio.co.uk - www.emotio.co.uk - 020 8385 5050

Approx monthly searches

MONITORING As part of ongoing search engine marketing we will report monthly on defined KPIs, Traffic, Conversions, Click Tracking... www.ribabookshops.com

17 Feb 2011 - 19 Mar 2011

Goal Funnel

Comparing to: Site Goal6 Conversion Rate 5.00%

5.00%

2.50%

2.50%

www.ribabookshops.com

Goal Detail

0.00%

17 Feb 2011 - 19 Mar 2011 Comparing to: Site

0.00%

Goal6 Completions 21 Feb

28 Feb

7 Mar

Purchase of 2010 RA documents

1,355 visitors finished | 62.21% funnel conversion rate

100

50

50

0

0

RIBA Agreements home 1,055 1,055 (entrance) /topic/forms-of-appointment/04/ / /electronicagreements2010 /item/riba-standard-agreement-

405 188 90 61 54

14 Mar

100

21 Feb

28 Feb

823 232 (22%)Goal

7 Mar

14 Mar

/agreements/RIBAAgreementsSite/ 324 6: "Purchase of 2010 RA documents" had 1,355 conversions

proceeded to Creating an agreement

(exit) /topic/forms-of-appointment/04/

1,355/topic/riba-agreements-andtotal conversions

/agreements/RIBAAgreementsSite/

240 27 25 20

2.69% conversion rate Creating an agreement 232 0

37.79% abandonment rate 0

232 (100%www.ribabookshops.com )

17 Feb 2011 - 19 Mar 2011

Traffic Sources Overview

proceeded to Checking out

Comparing to: Site Visits

50

50

25

25

Checking out 232 0 0

0

0 21 Feb

28 Feb

7 Mar

14 Mar

232 (100%)

All traffic sources sent a total of 539 visits in the "Social Media Visitors" segment

proceeded to Purchase of 2010 RA documents

0.00% Direct Traffic

Referring Sites 537.00 (99.63%)

Other

99.63% Referring Sites

1,123 / /myprofile /topic/jct-contracts-forms-and/item/jct-05-minor-works-building(entrance)

118 74

Purchase of 2010 RA documents 1,355

2 (0.37%)

0.00% Search Engines

62.21% funnel conversion rate

Top Traffic Sources

72 56 54

Sources

Visits

% visits

434

80.52%

apps.facebook.com (referral)

77

14.29%

twitter.com (referral)

17

3.15%

facebook.com (referral)

1

linkedin.com (referral) m.facebook.com (referral)

Keywords

% visits

5 0.93% Google Analytics 3

0.56%

1

info@emotio.co.uk - www.emotio.co.uk - 020 8385 5050

Visits There is no data for this view.

Google Analytics

EXAMPLE CAMPAIGN ACTIVITIES •

Amortised setup costs

• • • • • • •

Keyword research and strategy Meta Data and on-page optimisation Site Usability Audit Site Technical Audit Link building strategy Monitoring tools

Monthly Activity

• • • •

Refinement of on-page optimisation and meta data

•

Consultancy call 1 hr each month, with report and recommendations

Building relevant quality links with target anchor text 1-2 x Article and/or Press release syndication Monitoring (SERPS, Analytics, Social, Click Tracking, Goal Conversions)

info@emotio.co.uk - www.emotio.co.uk - 020 8385 5050

CAMPAIGN IMPLEMENTATION A Search Engine Optimisation is typically a long term strategy. What we do the first week and the first month, increases the benefit and the value of what we do the next month and the next year. SEO typical takes up to 6 months to achieve competitive listings. After 12 months one can expect to see first page listings for high value keywords. The aggressiveness of campaign will often dictate this timeline.

We appreciate the opportunity to work with your company and look forward to hearing from you:

Damon Segal Emotio Design Group Kingsbridge House Pinner Middx HA5 5LX damon@emotio.co.uk Tel: 07770 381881 - 020 8385 5050

info@emotio.co.uk - www.emotio.co.uk - 020 8385 5050

Information Prepared by Damon Segal Global Marketing Network The new home of marketing

Expert Council

Q R CODE BUSINESS CARD DIRECT TO PHONE

www.intenix.eu

EMAIL: DAMON@EMOTIO.CO.UK TEL: 020 8385 5050 MOB: 07770 381881

www.emotio.co.uk