OPTIMIZATION AND SEARCH ENGINE MARKETING

What is SEO and SEM

SEO is a complex system of digital techniques, strategies and practices designed to increase the quantity and quality of online traffic to your website through organic search engine results. With quality SEO, small business owners are able to generate traffic from their target audience through the customer's own searches. SEM produces fast results by targeting an audience that is already interested in the product, information or service your business has to offer. It creates a competitive advantage for small businesses faced with large corporate rivals while delivering a substantial return on investment.

What is SEO?

SEO is the process of making websites and pages technically sound and contextually relevant for both the user AND the search engine in order to improve rankings, drive traffic and increase awareness in the search engines.

Why Do Businesses Need SEO?

  • In the past, businesses ran ads in the Yellow Pages and other traditional advertising vehicles. Prospects viewed the ad, then called or visited the store.

  • Today, Yellow Pages go straight into the trash or is used as a door stop.  Most customers of local and national businesses are using Google to find the products and services they need

  • SEO is the master when it comes to pulling in prospects. It is also a crucial part of any marketing mix. SEO will contribute to the success a business sees not only with organic search directly, but also in other forms of digital marketing.

How do you find:

  • New Businesses?

  • Driving Directions?

  • Phone Numbers?

Local SEO vs Organic SEO

Local SEO

  • Is about your LOCATION being found on Maps and most Mobile Searches

  • We optimize CATEGORIES on Google My Business

 

Organic SEO

  • Is about your WEBSITE being found on Page One of optimized keywords searches

  • We optimize KEYWORDS

LOCAL SEO

Local SEO Algorithm & Goals

We deliver a very unique Local SEO product by implementing strategies throughout the year that focuses on all ranking factors within the Local SEO algorithm.

The Local SEO Algorithm

  • Google My Business Signals

  • Citation Signals

  • On-page SEO Signals

  • Backlink Signals

  • Review Signals

  • Social Signals

 

Local SEO – Goals

  • Increase Page One visibility on Maps and Mobile Search for categories associated with your business

  • Increase views of listing to convert more actions – driving directions, calls, and clicks to the website

Benefits of Local SEO with our company

Now why can't a business just do this stuff on its own?

  • We consider and implement a strategy for all factors that impact ranking which is unique amongst Local SEO solutions. SMBs need experts and a best practices approach because Local SEO is more competitive, more complex and has more to manage than ever before. 

  • And, as a Google Partner, we have access to the latest online marketing technologies, industry research, product updates and the Google partners community. You’ll have peace of mind knowing you are working with a partner that has earned the badge which shows our clients are happy and we follow Google Best Practices.

Why do you need Local SEO?

  • If someone is within 5-10 miles and searches for what you sell.  Do you want to be an option?

  • If you aren’t doing anything to increase your chances of being found then you are losing ground.

  • Keep it simple.  Seriously. Local Search = Sales

Local SEO – Results

  1. Growth In Views including Map, Search & Photo Views (Photo views might be eliminated)

  2. Increase in Driving directions pushing foot traffic to a client’s location

  3. Increase in Phone calls showing users are both finding the business and clicking to call for more info

  4. Website clicks showing user interaction

  5. Increased Rankings in Google.com and Google Maps

  6. Increase in reviews showing users actually purchased client product

Local SEO – Deliverables Timeline

ORGANIC SEO

Organic SEO Overview

  • With organic SEO, the goal is simply to rank as high as you can in the organic search results for certain relevant keywords.

  • In traditional organic SEO, Google is looking for trusted content, rather than a trusted location.

  • Google sees links to a site as an endorsement of that site’s content

  • Organic SEO focuses on getting businesses to show up in the organic search results – the emphasis is on keywords, relevant content and off-page links

Organic SEO – 4 Key Factors & Our Differentiators

On Page

Need Quality Content

- Our team of writers can help produce new content each month to keep your site fresh

Need Back End Coding Set Up Properly

- The team that set up our owned and operated sites will be setting  up and maintaining your site to Google best practices

Keyword Research

Target the correct phrases and keywords

- The team has learned over the past years that trends change and we are always a step ahead with our dedicated Organic Specialists

Linkage

Is like a vote for your website

-We utilize a combination of our Publisher Network and other links

that have high PADA (Page Authority/Domain Authority) for content

related links – these sites’ “votes” count more in Google’s eyes

Social Signals

Validates your business in Google’s eyes

-We make sure you link to them on your website and can help direct you on frequency of updates

Organic SEO

Organic SEO – Results

  • Increase organic traffic to your site, overall visits, new visits and page-views

  • Increase opportunity toward “Page One” visibility on trending terms over the course of the agreement

  • Increase the number of relevant keywords that your website is ranking for

  • Increase content volume with fresh and quality content on site

  • Increase the number of pages linking to your website

  • Increase meaningful visitors

  • Increase time on site for each visit

  • Decrease bounce rate

Organic SEO - Standard

The Standard package is geared towards brick-and-mortar businesses focused on increasing their local reach & relevance.  With Standard we offer comprehensive on-page optimization, analytics integration, off-page SEO, and monthly progression reporting.

Organic SEO - Professional

The Professional package is geared towards online and brick-and-mortar businesses focused on increasing regional reach & relevance.  With Professional we offer all the benefits of Standard plus basic ecommerce optimization, conversion tracking and a content strategy relevant to the business objectives/keywords. 

Organic SEO - Enterprise

The Enterprise package is geared towards large sites, large product catalogs, strong competition, and/or multi-location with a focus on increasing national reach & relevance.  With Enterprise we offer all the benefits of Professional plus advanced strategies and optimizations (technical, content, business objectives, keyword).

Search Engine Marketing (SEM)

What is SEM?

SEM  is a way to promote your website by increasing visibility in search engine results pages through the use of paid search text ads that show up in search engines such as Google, Yahoo and Bing. While SEO takes time to grow, SEM can be done quickly enough and offers many benefits for your business.

Process and Strategy Overview

Campaign Structure and Best Practices

  • Tightly themed AdGroups.

  • Three text ads per AdGroup.

  • 1-30 targeted keywords in each AdGroup.

  • Campaign settings best practices.

Competitor Analysis and Conquesting

A full competitor analysis conducted reveals AdGroup and keyword opportunities.

The competitor analysis is also considered when writing custom text ads.  EXAMPLE: “We will exploit offer advantages over competitors -   25% off vs. 20% off, lower pricing, etc.”

Conquesting campaigns are ads that will run in a spot where your competition might run an ad.

A conquest ad puts your message in front of potential buyers when they are searching for your product classification, price range, or model.

Conquest campaigns work best with high consideration purchases like cars, consumer electronics, etc.

Keyword Analysis

  • Quality keywords are the foundation of a good search campaign.

  • Our 11-step repeatable process ensures every applicable opportunity is uncovered.

  • Quality campaign architecture includes tightly themed AdGroups and custom ads over endless lists of keywords.

Process and Strategy Overview

  • Customer focused – differentiate the product or service.

  • Unique ads – custom, creative ads.

  • Prequalify – differentiate luxury buyers from discount buyers.

  • Call to action – guide visitors to achieve desired results.

  • Title and description – keyword in title and description.

  • Display URL –a display URL containing keyword.

  • Product benefit – demonstrate why consumers should choose you.

  • Dynamic keyword insertion.

  • Landing page selection – deep link to most relevant landing page.

  • Implement ALL applicable ad extensions.

Pay-Per-Click Search Marketing

Site Links:

Display advertisers unique services and products - 40% improvement in CTR.

Call Extensions:

Click-to-call option for mobile users.  8% improvement in CTR.

Review Extensions:

Include positive reviews, testimonials or awards below your standard text ads.

Location Extensions:

Shows store location with GPS and driving instructions.

Bid and Budget Management

  • Budget and bid management fluctuate daily.

  • Campaign optimizations constantly change affecting quality score, CPC and therefore bids.

  • Optimal position in terms of CPC is between 1.70 – 3.

Campaign Optimization

Maximize campaign performance and ROI requires the following 6-step optimization process be conducted weekly:

  • Check bids and budget

  • Pause low performing keywords

  • Add new keywords

  • Optimize text ads

  • Optimize campaign structure

  • Document campaign changes

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