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